In the world of sports marketing to Latinos, Esther Garcia, Vice President, Marketing for Tecate is knocking out the competition. After joining HEINEKEN USA three years ago as the Innovation team lead, she helped introduce the new Amstel XLight, and new winning flavors for Strongbow, among other projects. Now she is determined to solidify Tecate’s reign in the world of boxing, and increase market share in soccer. With the upcoming Saul “Canelo” Alvarez vs. Rocky Fielding bout scheduled for December 15th at Madison Square Garden in New York City, we sat down with one of the most powerful women in sports to talk about Tecate’s strategy for sports domination, and her own personal path to success.

Garcia has a strong love for boxing and soccer, and that personal passion has only increased Tecate’s presence in major sporting events, such as last September’s mega rematch between Canelo Alvarez vs. Gennady “GGG” Golovkin. She joined HEINEKEN USA from HEINEKEN Spain, where she served as the Senior Group Brand Manager for Amstel, and managed the Heineken brand there. Her background includes more than seventeen years of brand management experience at consumer packaged goods companies such as Unilever and Kimberly-Clark.
Garcia was recently named to the Sports Illustrated’s 30 Most Influential Hispanics in Sports list, and Adweek’s 35 Most Powerful Women in Sports list.

HOMBRE: What are the plans for Tecate moving forward?
Esther Garcia: Tecate is a Mexican brand, that speaks of men and speaks to men which is wonderful for your magazine. Our plans are to continue growing the brand, increasing notoriety, and achieving more market growth and bringing new customers. Also maintaining the brand which is a masculine brand, a brand centered in its Mexican heritage, and appealing to Mexican consumers, and Hispanics in general. The plans we have with the brand from a positioning standpoint is maintaining the campaign we began this year which is the brotherhood of the barbecue. That’s the angle we chose to focus on which is masculinity, that sense of camaraderie you have with your best friends and your family, but at the same time rivalry, joking around, teasing, when you can laugh at a friend, that’s when he’s a real friend. 43 percent of the consumption comes from the barbecue moment. That’s the only time men are in charge when they cook, that’s a moment of pride when you grill.

H: That reminds me of your past commercials with Sylvester Stallone.
EG: Yes, exactly, that was more about boxing. This year we had one with Canelo. We’ll continue to talk about this brotherhood and the fun things that happen when you’re in a barbecue.

H: What has been the response to those spots?
EG: It’s very high on engagement, people laugh, people find themselves in the spot. Our first priority is to continue building this brand, gaining on our territory in terms of masculinity, with the Mexican heritage, and with the humor that differentiates us from the rest. Then boxing, which is part of the brand.

H: Why is boxing so important?
EG: It’s a key passion point for Mexicans, for Latinos, and for men. So it’s perfect for our strategy, not only here in the U.S. In Mexico the brand has been involved with boxing forever because boxing and futbol are the two passions. It’s a very beer moment, you don’t watch alone. It’s a moment of enjoying a meal with friends, and have that rivalry.
Boxing speaks of the brand, a very manly brand, a fighting brand, a brand that leads the way, that never surrenders, never gives up. We always rise up. That’s something the brand shares, I share, and we feel very proud about it.

We began in 2007 with the first fight we sponsored of Oscar de la Hoya. We’ve been increasing until becoming today the authority in the world of boxing. Tecate is the number one brand in the market, recognized for it’s involvement in boxing. And now three years with Golden Boy which is one of the main promoters and with Canelo Alvarez who is number one in Mexico and one of the main boxers of the moment. 

H: I was surprised you also sponsored GGG in the September fight.
EG: Because we’re not only with one boxer, we’re with boxing in general. We have 70 fights over the course of the year, with different fighters. We have a fight series with ESPN, we have a series with Mexico, we have been involved in the main boxing matches taking place in the USA. We are very proud. Tecate is on the corner. Tecate has the objective of bringing the best fights, but also to bring consumers closer to the action. To be able to provide unique content, experiences, not only showing boxing, but the person and values that they have.

H: How did you arrive to this position with Tecate?
EG: I have almost ten years working with beer, three years in the US, and almost seven years with Heineken Spain. Heineken Spain is one of the largest companies of the group.
I’ve had the luxury to work with Heineken USA for the past three years. First in innovation for a year and a half, and then a year and half with Tecate which is a great gift in my life. It’s a beautiful brand, I feel very close to it because it’s Hispanic, but also because of futbol and boxing which are my two passions. My father was boxer so I have this love since childhood.
In Spain there isn’t that much live boxing and I was disconnected, but this has been a gift from the heavens and from Heineken. To connect with boxing and my passion. To be in the corner of the best, and work with the best.

H: What advice can you offer for success in the industry?
EG: I’m going to quote the coach of my soccer team which is Atletico Madrid. He always says if you believe, and you work hard, you can. I believe in that completely. With confidence, with passion, with authenticity, believing in what you do, and with hard work, you can get to where you plan. And having the good fortune of companies that gamble on you and give you that chance to make an impact.
That’s my secret in life, have great faith, be very positive, and realize that everything is possible, nothing is impossible. There are things that are difficult, that require more time, more effort, more work, but nothing is impossible.

H: What’s ahead for the brand?
EG: We have our campaign, and support of Mexican futbol. We sponsor Chivas of Guadalajara, the Mexican team, supporting those times when friends get together to watch the games. We have the campaign to barbecue. We have a campaign with Weber, and with great partners to be sure that there won’t be a barbecue that is missing a cold Tecate.

We’re working hard in boxing and the coming fights. Each year we have two great fights for the Latin community, which are Cinco de Mayo and September 16, Mexican independence day. And we’re working close with our partners like Golden Boy Promotions, to have some great fights for the coming years.