It is a subsidiary of Heineken International. The company operates brewing plants in Monterrey , Guadalajara , Toluca , Tecate , Orizaba and, beginning in , Meoqui. It has an annual production of 3. Muguerza , Francisco G. Schnaider, with capital of , pesos, starting with the Carta Blanca brand. To provide glass bottles, in , Vidrios y Cristales de Monterrey, S. In , Malta, S. During the Mexican Revolution which began in , its original founders supported Victoriano Huerta.
As a consequence, his rival Venustiano Carranza seized the brewery, so the founders' families fled to Texas. They re-acquired the brewery through the intervention of U. The working day was reduced from twelve to nine hours in In that year the family's holdings were reorganized, creating Valores Industriales S. VISA as a holding company controlling the majority of shares of the firms formerly held by Cuauhtemoc, especially Cerveceria Cuauhtemoc and Famosa.
When oil prices fell in , Mexico's economic boom, financed with borrowed money, abruptly halted. The nondeposit banks and associated financial companies in Grupo Financiero Serfin, not nationalized, were reorganized into a new financial-services group called Valores de Monterrey Vamsa. Vamsa's life-insurance subsidiary, Seguros Monterrey, was the largest in Mexico. The company has an annual production of 3. The company produces a range of pale and dark lagers , some of which are available only in Mexico.
The brewery's original premium beer. Carta Blanca takes its name from the French " carte blanche ". Introduced in the s, originally called El Sol. Bohemia 5. It is pale pilsner, although recently a new dark Vienna beer has been launched as Bohemia Obscura See Image Gallery below.
The brand was named Siglo XX "20th century" to commemorate the arrival of the new century, and the bottles were marked with the Roman numeral for 20 "XX" , thus "Dos Equis" which is Spanish for "two Xs". Tecate and Tecate Light are popular pale lagers named after the city of Tecate , Baja California , where they were first produced in Tecate is sold in both distinctive red and blue aluminium cans and in twist-top bottles. In Tecate Titanium , containing a greater amount of alcohol was launched as a new product of the company.
In , Heineken announced that Tecate would be exported worldwide. The advertisements feature a bearded, debonair older gentleman portrayed by actor Jonathan Goldsmith  with Frontline narrator Will Lyman conducting voiceovers. As Ottmar Liebert 's "Barcelona Nights" plays in the background, the advertisements featured a montage of daring exploits involving "the most interesting man" when he was younger. The precise settings are never revealed, but he performs feats such as: freeing an angry bear from a painful-looking bear trap ; shooting a pool trick shot before an audience; catching a marlin while cavorting in a Hemingway -esque scene with a young woman; winning an arm-wrestling match in a South American setting; surfing the killer wave ; and bench pressing two young women in a casino setting, each woman being seated in a chair.
After nearly a decade of being the mascot for the beer, the character was sent on a one-way trip to Mars in a commercial. The campaign was ended in , and replaced with a new campaign called "Keep It Interesante".
Tecate beer has begun advertising heavily in the United States; initially in the Spanish-language media and more recently in the English-language media. In the mid s, Tecate became a major sponsor in boxing. In the end Stallone says that " Somos box " " We are box " while retired boxers are shown and " Eye of the tiger " from Survivor is played. In Mexico the word is changed to Bax , as Stallone uses the English pronunciation for the sport. At the end of the commercial, Rocky looks moved by the progress of the people he helped only to receive a cold stare from Stallone himself.
During the presidential election campaign, Tecate ran a television ad mocking Donald Trump's proposal to build a wall between the United States and Mexico. The "Tecate Beer Wall" is "a wall that brings us together, and it's going to be huge. You're welcome, America". Michelada and Cerveza Indio. From Wikipedia, the free encyclopedia. This article has multiple issues. Please help improve it or discuss these issues on the talk page.
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