135 years as the North of Mexico

The legacy of La Cervecería, told from the present

Office

Mexico

Services

Communication Architecture
External Communication
Media Relations
Reputation Analysis

Date

2025 - 2026

In 2025, HEINEKEN México’s Brewery celebrated its 135th anniversary. A story that began in Monterrey and over time became part of the country’s industrial and economic development.

This celebration presented a unique opportunity to strengthen the company’s corporate positioning. Beyond the recognition of its brands, the challenge was to bring visibility to the impact the company generates as one of the main players in the brewing industry—through job creation, investment, innovation, supplier development, and its sustainability strategy—while reaffirming its deep connection with the community of Nuevo León through the region’s socioeconomic and environmental development.

A reputation analysis of more than 10.5 million data points, conducted using Trendspotting by LLYC and NetAI by LLYC, confirmed that opportunity. The anniversary could serve to tell a broader story about HEINEKEN México, provided that the 135 years were not reduced to a celebration of the past.

How do you turn a historical anniversary into an opportunity to tell who HEINEKEN México is today and where it wants to head in the future?

Solution

Turning 135 years of history into a communication platform.

Under the concept “135 years being the North of Mexico,” we built a communication architecture that connected the origins of La Cervecería with the present and future of HEINEKEN México.

The strategy began in Monterrey, where we held an institutional event at La Cervecería led by the CEO and the company’s executive team. The experience brought together corporate spokespeople and Nuevo León authorities around a shared narrative about the company’s legacy, its ongoing commitment to the community of Nuevo León through jobs, investment, sustainability, and community development, and its current contribution to the country.

That narrative took shape through audiovisual content, editorial pieces, and a video mapping projection on the historical facade of La Cervecería. The master brewers recreated the very first beer brewed there 135 years ago, and the Museum of La Cervecería was restored, turning the company’s history into an experience that could be lived in the present.

In the media, we executed a national and regional engagement strategy to shift the focus from the anniversary itself to the corporate dimension of HEINEKEN México. The coverage allowed us to highlight employment, innovation, sustainability, and development, securing prominent features such as a cover story interview in Expansión and an appearance on the Bloomberg Línea podcast.

The conversation was also brought inward. Through Workvivo, the company engaged more than 17,000 employees in the commemoration, positioning them as part of the history that continues to be built. Internal communication reached 21,550 people and generated 9,748 interactions.

In this way, the 135 years of La Cervecería ceased to be merely a date to celebrate and became a platform to broaden the conversation about HEINEKEN México, making visible the company behind its brands.