Heineken USA, the American branch of the large European exporter, has annouced the launch of a new dark beer. The product is Indio and it will be available in Chicago, Los Angeles, San Francisco, San Diego, Austin, Dallas, Houston, and San Antonio.
Indio is a Mexican dark beer and it has been brewed and sold in its native land since 1893. It has been described as a product similar to other dark Mexican brew, with a lightly carmelized aroma and pleasing malt subtleness.
Heineken says that Indio’s main target audience will be young, successful Hispanic men and it plans to target its advertising in that general direction. Before launching the brand, Heineken offered a taste of its strategy through a pre- launch operation. Known as The Indio Experience, it was a road show intended to introduce the brand, its image, and its positioning in the beer marketplace. The American beer market continues to segment and Indio is following this trend by positioning itself and its image in a way that appeals to a specific group; in this instance, young, successful, intelligent Hispanic males who are proud of their multi- cultural identity.
If Heineken’s test markets prove successful, Indio will become available on a larger scale in additional American markets. Look for it now if you happen to reside in the California, Illinois, or Texas markets listed above and let Great Beer Now know what you think.
