U.S. HISPANIC
Cerveza Indio Launches Indio Agave, a New Flavor Fusing Innovation with Mexican Authenticity
12 de septiembre de 2025
Rodrigo Mendoza Pérez
With the launch of Indio Agave, Cerveza Indio is strengthening its marketing strategy in Mexico, focusing on innovation, cultural authenticity, and a 360-degree communication plan aimed at connecting with a new generation of consumers.
Rodrigo Mendoza Pérez, Indio brand manager, highlighted that the product was created under the “Alma Guerrera” (Warrior Soul) campaign umbrella, which for the past year has positioned the brand as a reflection of the resilient spirit of the Mexican people.
“We want to speak to the real Mexican, the one who faces daily battles,” Mendoza explained. “Indio Agave is a natural extension of that message, fusing the soul of agave—a plant that matures over eight to ten years in adverse conditions—with the brand’s warrior identity.”
A 360-Degree Campaign Focused on the Consumer
The launch of Indio Agave is supported by a comprehensive marketing strategy that combines product innovation with cultural relevance. The campaign is fully digital, includes influencer activations, features in-store interventions at key points of sale like OXXO, and provides immersive street experiences.
“Today’s consumers are looking for new experiences, different flavors, and an authentic sense of purpose in the brands they choose,” Mendoza said. “That’s why our strategy isn’t limited to just launching a product; we want to create an emotional connection that makes their daily lives more meaningful.”
The campaign also includes Indio Mixology initiatives, aiming to own the ritual of consumption in bars and restaurants and reinforce the brand’s versatility. “We discovered that Indio is one of the most-mixed beers in the category,” he added. “That strength allows us to innovate with different experiences and connect with both new consumers and those who already follow us.”
Cultural Relevance and Timeliness
Indio Agave will be available from September to December 2025, aligning with the timing of patriotic holidays and year-end celebrations.
“The launch is even more relevant because it arrives at a time when Mexicans celebrate our identity and look to share with others,” Mendoza stated. “Indio Agave becomes a unique option for living out those celebrations with pride and flavor.”
