Bloomberg Law
May 20, 2021, 1:41 PM

Heineken Escapes Consumer Suit on Tecate Origin Branding

Brian Flood
Brian Flood
Legal Reporter

A potential class action accusing Heineken USA Inc. of misleading consumers about where the beer brand Tecate is brewed was voluntarily dropped by the plaintiff.

Heineken emphasizes the beer’s Mexican origin in its marketing and labeling, including its use of a traditional Meso-American typeface and the mythical Aztec “Thunder Bird” icon, plaintiff Miguel Schelmetty said in his complaint at the U.S. District Court for the Southern District of New York.

It’s only in small font on the back and bottom of the packaging that Heineken notes the beer now is a product of Holland, where its parent company is located, ...