Tecate has amazing marketing and it tries to identify it's brand with positive values. I used to watch a lot of boxing and boy do they run Tecate commercials during boxing. The commercials would be in Spanish but it was easy to get the gist. -Scene, two Latin guys working in a kitchen, sweating their ass off. It's a clean nice looking kitchen. -One of the two cooks grabs a big pot and jerks his hand back because it's hot. -Second cook gives they guy a look that says, "Comon brother, that's not who you are" It's a gentle look, filled with encouragement and just a bit of disappointment. - First cook gives his buddy and nod that says, "Of course my brother, that is not who I am." and turns and picks up the pot whiteout flinching, with a look of a man with which all is right with the world. -Change Scene to the bar, they are partying with an attractive Latinos, drinking Tecate and the annoucer say Tecate, cvervesa con charater. Oh yeaaa, found it, there are only about a million Tecate adds on YouTube. Can't find this other one where a big handsome Latin guy is at a western union type window. He looks at the picture of his mom in his wallet with love and starts counting out $100 dollar bills. The woman working the counter is a gorgeous Latin lady. She looks at him with pride and admiration, not only in him but in both of them, she is proud at who they are and what their lives are about. It's totally hot that this Latin hunk is sending his old mother money and she loves him for it. Their eyes meet and his glance just says fuck yea, you are right, we are awesome people, and pulls another $100 out of his wallet. Than he is at the bar with all the other beautiful Latin people drinking Tecate. I hate advertising psychology but these were some of my favorite television ads of all time. Someone wrote something about that era of Tecate ads, it's informative.