Indio Beer Arrives in the Southwest

WHITE PLAINS, N.Y. -- Heineken USA Inc. is introducing Indio beer to the Phoenix, Tucson and Las Vegas markets. The move comes a year after the White Plains, N.Y.-based company launched the Mexican beer in its first U.S. markets of Texas, southern California and Chicago.

Heineken executives are marketing Indio to U.S. Hispanics in their 20s, according to a report by the Phoenix Business Journal. They identify the beer’s target demographic as bicultural Millennials who are into music and art, and blend their American and Latino cultures.

"One of the reasons why we brought Indio into the U.S. last year was that we saw a strong connection between the brand's consumers in Mexico and adult bicultural Millennials in this country who are passionate about alternative art and music," said Felix Palau, vice president of marketing for Indio.

Heineken USA is an arm of Netherlands-based Heineken International BV, whose brands include Heineken, Amstel Light and Newcastle Brown Ale.