Heineken’s Tecate Beer Is Not Brewed in Mexico CA and NY Class Action

Mexican beer and other drinks are becoming more popular in the US, while the demand for US beers is declining. But the complaint for this class action brings suit against Heineken USA, Inc., alleging that its Tecate beer is not brewed in Mexico, as the marketing for it implies, but in the Netherlands, where Heineken has its headquarters.

The class for this action is all those who live in New York and California who bought the product during the applicable statutes of limitations.

The complaint provides a number of reasons that Mexican beers have become more popular recently. For example, it says, the Hispanic population of the US has grown, increasing the appreciation of Mexican culture. They are also marketed as “escapist or vacation-reminiscent,” it says. In fact, the complaint cites the American Beer Institute as saying that demand for Mexican beers went up by eight percent per year between 2009 and 2016, at the same time as demand for American beers was declining by four percent annually.

Consumers prefer authentic products, the complaint says, and are willing to pay more for them, especially for products that are associated with a particular place.

Tecate beer is supposed to have originated in Tecate, Baja California in Mexico. Heineken’s ads for Tecate emphasize this connection, the complaint says. It reproduces one that features the word “Cerveza” instead of “Beer,” with a can that shows the Thunder Bird, a “mythical Aztec eagle.”

The Tecate website shows an image of a brewery with the Tecate name and, in large letters over the photo, the words “Hecha En Tecata Baja California Mexico.” In smaller type nearby is the phrase “Born and brewed in the land we are proud to share our name with: Tecate.” Other parts of the website also emphasize the Mexican connection, including the phrase “Mexico is in us.”

However, “in small font on the back of the boxes on the lower left … it states ‘Product of Holland.’” Also on the bottom of the box is the statement, “Brewed and Canned by HBBV Amsterdam, Holland … Imported by Cervesas Mexicana, White Plains, NY.”

The complaint alleges that the failure to properly disclose the beer’s origins “is deceptive and misleading to consumers who want a Mexican beer brewed in Mexico.” In short, it charges, “[Heineken’s] branding and packaging of the Product is designed to—and does—mislead[] and defraud … consumers.” According to the complaint, the company has been able to sell more beer at higher prices than it would have if it had revealed the truth of the beer’s non-Mexican origin.

Article Type: Lawsuit
Topic: Consumer

Most Recent Case Event

Heineken’s Tecate Beer Is Not Brewed in Mexico CA and NY Complaint

November 27, 2020

Mexican beer and other drinks are becoming more popular in the US, while the demand for US beers is declining. But the complaint for this class action brings suit against Heineken USA, Inc., alleging that its Tecate beer is not brewed in Mexico, as the marketing for it implies, but in the Netherlands, where Heineken has its headquarters.

Heineken’s Tecate Beer Is Not Brewed in Mexico CA and NY Complaint

Case Event History

Heineken’s Tecate Beer Is Not Brewed in Mexico CA and NY Complaint

November 27, 2020

Mexican beer and other drinks are becoming more popular in the US, while the demand for US beers is declining. But the complaint for this class action brings suit against Heineken USA, Inc., alleging that its Tecate beer is not brewed in Mexico, as the marketing for it implies, but in the Netherlands, where Heineken has its headquarters.

Heineken’s Tecate Beer Is Not Brewed in Mexico CA and NY Complaint
Tags: Alcoholic Drinks, Country of Origin, Deceptive Advertising, Deceptive Labels