Bloomberg Law
Nov. 27, 2020, 7:41 PM

Heineken Accused of Misleading Buyers on Where Tecate Is Brewed

Brian Flood
Brian Flood
Legal Reporter

Heineken USA Inc. misleads consumers into believing its popular Tecate brand beer is made in Mexico, when it’s actually brewed in Holland, according to a potential class action filed in federal court in New York on Friday.

Consumers are willing to pay a premium for “authentic” products associated with a specific place, and there’s a growing U.S. demand for Mexican drinks specifically, Miguel Schelmetty alleges in a complaint at the U.S. District Court for the Southern District of New York.

Tecate was originally made in Tecate, Baja California. Heineken emphasizes the beer’s Mexican origin in its marketing and labeling, including ...

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