Entering the premium light beer market, Mexican cerveza brand Tecate partnered with agency Pearlfisher, along with partner agencies The Mill, Duotone Audio Group, and Nomades, to create the name and design while executing the branding, communication, and advertising for a new sub-brand for the beer maker. Tecate Alta is a light âcerveza suprema,â lower in calories but still made with premium ingredients, and an expansion in Tecateâs product range with the Mexican-American market in mind.
Alta, Spanish for above or tall, also creates word associations with âalternativeâ or âaltitudeâ in English. Alta could also allude to Alta, California, a Spanish colonial province that went back to Mexico after the Mexican War of Independence. The territory consisted of present-day California, Nevada, and Utah, and parts of Arizona, Colorado, New Mexico, and Wyoming, another nod to the new beerâs focus on the Mexican-American consumer.
