Sol Mixes launches “Se Antoja Darle Play”: video game in the subway, airport and Uber with Sol Clamato for free

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 its own. With its new platform “Se Antoja”, the pioneering brand in ready-to-drink (RTD) beer beverages reveals how beverage consumption in Mexico is transforming towards practicality, immediate flavor and spontaneity.

The market that no one saw coming: the RTD boom in Mexico

The ready-to-drink alcoholic beverages 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 is a fundamental change in consumption habits: people are looking for practicality, intense flavors and immediacy, experiences that can be activated in the moment, without prior preparation.

According to an Ipsos study for the beer industry, 63% of consumers in Mexico value sensory experiences, while 6 out of 10 prioritize enjoying the present. Flavor stopped being a complement and became the main trigger for the choice.

Sol Mixes: bringing a tradition to a modern format

Sol Mixes was born from a practice deeply rooted in Mexican culture: preparing beer with different ingredients to create more expressive flavor combinations. The brand was a pioneer in transferring that tradition to a ready-to-consume format, eliminating the need to mix on the spot and adapting it to the current rhythms of life.

“In Mexico there is a very clear culture of mixing beer to intensify the flavor. With Sol Mixes, we seek to bring that experience to a practical format, ready to be enjoyed at any time,” said Diana Lozada, Marketing Director of Regional Brands and Beyond Beer at HEINEKEN Mexico.

“You Want to Give It Play”: turning dead time into entertainment

The most recent evolution of the “Se Antoja” platform is an initiative called “Se Antoja Darle Play”, designed to transform 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 can receive a free Sol Clamato via Uber Eats.

The context makes the proposal make sense: in Mexico City, people spend an average of 97 minutes a day in traffic. Converting those minutes into points of connection with the brand is the central focus of this activation.

A brand that knows where its audience is

Sol Mixes has been present at festivals such as Tecate Pa'l Norte and EDC México, connecting with young adults in music and coexistence environments. Its commitment to Uber as an activation channel also responds to concrete data: 71% of the platform's users belong to Generation Z and millennials, exactly the audience that consumes RTD and makes purchasing decisions on the move.

“Today, the consumer decision is no longer constructed, it is activated. And that moment, which lasts seconds, is where brands really have to be ready,” Lozada concluded.