As an expert sommelier and brewer, I am well-versed in the world of beverages, and I can confirm that Tecate Titanium, which was launched in early 2019, has indeed been discontinued. The decision to discontinue this particular variant of Tecate beer was likely due to a misalignment between its brand identity and the newly introduced slogan of “Mexico is in US.”
Tecate Titanium was initially launched with a branding strategy that centered around the tagline “Born Bold.” This was in line with the brand's association with boxing sponsorships and the idea of being bold and daring. However, when the slogan “Mexico is in US” was introduced, it represented a shift in the brand's messaging and positioning.
The new slogan sought to highlight the cultural connection between Mexico and the United States, emphasizing the shared heritage and influence of Mexican culture in the US. This new direction was likely seen as more relevant and resonant with the target audience, but it did not align well with the existing brand identity of Tecate Titanium.
Discontinuing Tecate Titanium was therefore a strategic decision to ensure a cohesive and consistent brand image across all variants of Tecate beer. By discontinuing the Titanium variant, the brand can focus on promoting its other products that are better aligned with the “Mexico is in US” slogan.
In my personal experience, I have encountered similar situations where brands have made the decision to discontinue certain products or variants in order to maintain a strong and unified brand identity. This is often done to avoid confusion among consumers and to ensure that all products within the brand portfolio align with the brand's overall messaging and positioning.
To summarize, Tecate Titanium has been discontinued as its brand identity was more closely associated with the former “Born Bold” tagline, which did not align well with the newly introduced “Mexico is in US” slogan. Discontinuing this variant allows Tecate to maintain a consistent brand image and focus on promoting other products that better reflect the brand's messaging and positioning.