In Mexico, the craving is not planned, it simply appears. And that spontaneous decision, which lasts just seconds, is exactly the moment that Sol Mixes decided to make his own. With its new platform “Santoja”, the pioneer brand in ready-to-drin beer drinks (RTD) reveals how consumption of beverages in Mexico is transforming towards practicality, immediate flavor and spontaneity.
The market that no one saw coming: the boom of the RTDs in Mexico
The ready-made alcoholic beverage segment grew at an average annual rate of 35% between 2018 and 2022, and projects a cumulative growth of 36.8% by 2027. Behind that number there is a background change in habits. Consumption: People seek practicality, intense flavors and immediacy, experiences that can be activated at the moment, without prior preparation.
According to a study by Ipsos for the brewing industry, 63% of consumers in Mexico value sensory experiences, while 6 out of 10 prioritize enjoying the present. Taste ceased to be a complement to become the main detonator of the choice.
Sun Mixes: bring a tradition to a modern format
Sol Blends was born from a deeply rooted practice in Mexican culture: prepare beer with different ingredients to create more expressive flavor combinations. The brand was a pioneer in moving that tradition to a ready-to-eat format, eliminating the need to mix at the moment and adapting it to current life rhythms.
“In Mexico there is a very clear culture of mixing beer to intensify the flavor. With sun mixes, we seek to take that experience to a practical format, ready to be enjoyed at any time,” said Diana Lozada, Marketing Director of Regional Brands and Beyond Beer of Heineken Mexico.
“It seems like giving play”: turning dead time into entertainment
The most recent evolution of the “Se Antoja” platform is an initiative called “Wishes Play”, designed to transform the moments of waiting into interactive experiences with the brand.
The proposal will reach high traffic points in Mexico City: the suburban train, the international airport and the Uber app. Through interactive screens and digital banners, users will be able to access a video game from their cell phone where each game turns an everyday moment into an entertainment experience. As an additional incentive, those who register may receive a free Clamato Sol via Uber Eats.
The context makes the proposal sense: In Mexico City, people spend an average of 97 minutes a day in traffic. Converting those minutes into connection points with the brand is the central bet of this activation.
A brand that knows where its audience is
Sol Mixes has been present at festivals such as Tecate Pal Norte and EDC México, connecting with young adults in music and coexistence environments. Its commitment to Uber as an activation channel also responds to specific data: 71% of the users of the platform belong to Generation Z and millennials, exactly the audience that consumes RTD and that makes buying decisions on the move.
“Today, the consumption decision is no longer built, it is activated. And that moment, which lasts seconds, is where the brands really have to be ready,” Lozada concluded.
