Heineken USA announces the launch of Indio, a unique Mexican dark beer. Brewed and sold in Mexico since 1893, Indio has recently become available in the U.S. for the first time, starting in Chicago. The 12-ounce bottled dark beer, known for its malt character and light caramel aroma, will be available at key on and off-premise locations in 6- and 12-packs throughout the Windy City as well as in Los Angeles, San Diego, San Francisco, Austin, Dallas, Houston and San Antonio.
“Not only does the launch of Indio in the U.S. strengthen Heineken USA’s portfolio and strategic innovation platform, but it supports our ambition of becoming the leading beer company in the U.S.,” says Felix Palau, VP of marketing, Indio. “Market segmentation continues to have a major impact on the industry and Indio will use this trend to create a very specific campaign that speaks directly to the niche audiences’ interests and passions in life.”
As part of the brand’s pre-launch strategy, Heineken USA hosted “The Indio Experience,” a Road Show for distributors and retailers to introduce the brand and offer insight into its target audience. This experience immersed attendees into the passion of Indio’s consumer through live performances from DJs and bands, language tutorials, and brand sampling.
Indio’s non-traditional marketing efforts were designed to mirror its unique consumer and will include online communication, digital advertising, OOH postings and murals, and influencer sampling.