2016 marked a year in American politics that no one could have predicted. Real estate tycoon Donald Trump was running for president, fervently proclaiming his intention to build a wall – a great, great wall – on the southern border of the United States as part of his campaign rhetoric.
This opened up a unique opportunity for Tecate, a Mexican beer brand aiming to expand beyond its Hispanic bi-cultural market to a general audience, to insert itself into the conversation – with tongue firmly in beer-filled cheek, of course. And since Tecate hails from an eponymous town that literally straddles the U.S. – Mexico border, it made perfect sense to propose a wall of a different kind.
Behold the Tecate Beer Wall – a wall perfectly sized to unite people over beer instead of dividing them. And judging by the reaction on social media, that’s a wall thousands of people would be quite willing to pay for.