Video showed Summers crossing the border into Tecate, Mexico, three days after the abduction.
Can Palau envision Tecate one day advertising on baseball games on Fox or ESPN?
With the both the Mexican and broader Hispanic population growing in the U.S., Tecate has a chance to grow with them.
Mexican authorities distributed "wanted" posters with Summers' picture and put police in the cities of Tecate, Ensenada and Rosarito Beach on alert.
Femsa, which makes Sol, Dos Equis and Tecate beer, has "too many standard brands and not enough differences in their product offering, " said Rijk.
Among that group is Formento Economic Mexicano, the parent company of FEMSA which makes such noteworthy cervezas as Sol, Dos Equis, Bohemia and Tecate.
Traditionally targeting the Mexican immigrant population in the U.S., Tecate displays arena signage, hosts pre-fight concerts, runs cross-promotions with Tequila and dresses up beer cans with discount offers on Pay-Per-View purchases.
At The Parlour, a popular pre-game (or pre-fight) watering hole, the Vice President of Marketing for Tecate beer was in his element, schmoozing with staffers, vendors and, what the heck, a couple of reporters.
Authorities soon arrested Daniel Martinez, 29, as a suspected accomplice and later revealed that Summers had been spotted in a video recording as he crossed the border into Mexico at Tecate, east of San Diego.
Tipple on any number of Mexican beers -- Pacifico, Tecate, Bohemia (dark or light), Indio or Corona -- but while in Guadalajara try its locally-brewed beer, Minerva, which produces a pale ale and a stout in addition to the more common lagers.
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