Consumption decisions aren't built anymore—they're activated in seconds.
En México, el antojo no es un capricho menor: es una fuerza cultural que ahora mueve mercados. Sol Mezclas, marca de HEINEKEN México, ha convertido el ritual ancestral de mezclar cerveza con ingredientes en un producto listo para beber, apostando por el momento espontáneo como unidad de medida del consumo moderno. En un segmento que creció 35% anual entre 2018 y 2022 y proyecta expandirse otro 36.8% hacia 2027, la marca no vende solo una bebida, sino la promesa de que el placer no debe esperar.
- El consumidor mexicano ya no planifica su bebida: la decide en segundos, impulsado por el sabor, el contexto y la emoción del momento.
- El mercado de bebidas alcohólicas listas para tomar crece a ritmo acelerado, y la competencia por capturar ese instante de decisión se intensifica en cada punto de contacto urbano.
- Sol Mezclas irrumpe en festivales, aeropuertos, el Tren Suburbano y la app de Uber, convirtiendo el tiempo muerto en oportunidad de marca y consumo.
- La campaña 'Se Antoja Darle Play' transforma la espera en un videojuego interactivo que culmina con una bebida gratuita vía Uber Eats, cerrando el ciclo entre entretenimiento y compra.
- Con el 71% de usuarios de Uber pertenecientes a Gen Z y millennials, la marca se posiciona exactamente donde esta generación toma sus decisiones: en movimiento, con el teléfono en la mano.
En México, el antojo tiene nombre propio: ese impulso repentino que llega sin aviso y exige satisfacción inmediata. Sol Mezclas decidió construir toda una estrategia de marca sobre ese instante. La campaña 'Se Antoja' no es solo un eslogan; es una declaración sobre cómo ha cambiado la forma en que los mexicanos eligen qué beber y cuándo.
El terreno era fértil. Entre 2018 y 2022, las bebidas alcohólicas listas para tomar crecieron un 35% anual en el país, y las proyecciones apuntan a una expansión adicional del 36.8% hacia 2027. Detrás de los números hay un cambio de fondo: el consumidor moderno prioriza la practicidad, los sabores intensos y la experiencia inmediata. Según datos de Ipsos, el 63% de los consumidores mexicanos pone las experiencias sensoriales por encima de otros factores al elegir una bebida.
La propuesta de Sol Mezclas tiene raíces culturales profundas. La práctica de mezclar cerveza con limón, salsa picante u otros ingredientes es un ritual cotidiano en México. La marca tomó esa tradición y la transformó en un formato listo para consumir, sin preparación ni demora. Diana Lozada, directora de marketing de marcas regionales y beyond-beer en HEINEKEN México, lo explicó con claridad: se trataba de llevar ese hábito de mezcla a un formato que la gente pudiera tomar en cualquier momento, creando así un nuevo patrón de consumo dentro de la categoría.
Para llegar al consumidor en sus momentos reales, la marca salió de los espacios tradicionales. Se presentó en festivales como Tecate Pa'l Norte y EDC México, y lanzó 'Se Antoja Darle Play', una experiencia interactiva que aparece en pantallas del Tren Suburbano, el Aeropuerto Internacional de la Ciudad de México y dentro de la app de Uber mientras los usuarios esperan su viaje. El juego conecta directamente con el consumo: al registrarse, los participantes reciben un Sol Clamato gratis a través de Uber Eats.
La lógica detrás de la estrategia es precisa. Los capitalinos pasan cerca de 97 minutos al día en el tráfico, y el 71% de los usuarios de Uber pertenece a la Generación Z o a los millennials, una audiencia que decide rápido, valora la conveniencia y entiende el consumo como parte de experiencias espontáneas y compartidas. Sol Mezclas apuesta a que esos segundos de espera son, en realidad, el momento más importante de la jornada para una marca.
In Mexico, the word *antojo* carries weight that goes beyond casual speech. It names something specific: that sudden craving that arrives without warning, that immediate pull toward something you didn't plan for but absolutely want right now. Over the past few years, this impulse has become the engine driving how people choose what to drink, when they drink it, and where. The shift is especially visible in moments meant for gathering and pleasure.
The market has already begun to reflect this change. Between 2018 and 2022, ready-to-drink alcoholic beverages grew at an average annual rate of 35 percent. Projections suggest the category will expand another 36.8 percent by 2027, according to analysis from Samy Alliance. Beyond the numbers themselves, the trend reveals something deeper about how consumption habits are reshaping: people now want convenience, bold flavors, immediacy, and experiences that can happen on the spot, without preparation or delay.
Flavor, in this new landscape, has stopped being an afterthought. It has become the deciding factor. Research from Ipsos examining the future of beer and related categories in 2025 found that 63 percent of Mexican consumers prioritize sensory experiences. Six out of every ten say they value living in the present moment over everything else.
Sol Mezclas built its strategy on a practice deeply rooted in Mexican culture: mixing beer with different ingredients to create more expressive flavor combinations. The brand took what was once a ritual performed at the moment of consumption—the direct blending of beer with lime, hot sauce, or other additions—and transformed it into a ready-made product. The innovation made the experience more practical, more accessible, and better suited to how people actually consume beverages now. Diana Lozada, who directs marketing for regional brands and beyond-beer products at HEINEKEN México, explained the thinking: the company wanted to take a tradition of mixing beer with various ingredients and move it into a format people could grab and enjoy whenever the moment called for it. This wasn't just about selling a product; it was about creating a new consumption pattern within the category itself.
The "Se Antoja" campaign—the name itself a deeply Mexican phrase—reaches for that spontaneous decision-making moment. It captures the instant when context, emotion, and flavor align to trigger a choice. The brand has moved beyond traditional retail spaces and positioned itself in the actual moments of people's lives. Sol Mezclas has shown up at major Mexican festivals like Tecate Pa'l Norte and EDC México, connecting with young adults in environments built around music, entertainment, and shared experience.
A new initiative called "Se Antoja Darle Play" takes the strategy further. It's an interactive experience designed to transform waiting time into entertainment and brand connection. The game appears on screens in high-traffic locations: the Tren Suburbano, Mexico City International Airport, and within the Uber app itself while users wait for their rides. Players access a mobile video game that turns ordinary moments into something engaging and relevant to the brand. When they register, they receive a free Sol Clamato through Uber Eats, bridging the game experience directly to consumption.
The timing is deliberate. Data from 2024 shows that people in Mexico City spend roughly 97 minutes per day in traffic. Sol Mezclas is betting that those minutes—and the waiting periods at transit hubs—represent genuine opportunities to connect with consumers. The brand has also expanded its distribution through Uber, making the product available during moments of mobility and urban movement. About 71 percent of Uber's users are Gen Z or millennials, a demographic that makes decisions quickly, values convenience, and sees consumption as part of spontaneous, sensory, shared moments.
Lozada closed with a statement that captures the shift: consumption decisions are no longer built over time; they're activated in seconds. Those seconds are where brands need to be present now. With "Se Antoja," Sol Mezclas is positioning itself in the everyday instants where flavor, emotion, and circumstance meet. The brand continues to strengthen its foothold in the ready-to-drink category by speaking directly to a generation that decides on the move, demands practicality, and understands drinking as something woven into spontaneous, sensory, and shared experiences.
Citas Notables
We wanted to take a tradition of mixing beer with various ingredients and move it into a format people could grab and enjoy whenever the moment called for it. This creates a new consumption pattern within the category itself.— Diana Lozada, Marketing Director of Regional Brands and Beyond Beer, HEINEKEN México
Consumption decisions are no longer built over time—they're activated in seconds. Those seconds are where brands need to be present.— Diana Lozada, HEINEKEN México
La Conversación del Hearth Otra perspectiva de la historia
Why does a beer company care so much about the word *antojo*? It's just a craving.
It's more than that in Mexico. An *antojo* isn't something you plan for—it's something that happens to you. The brand recognized that this is how people actually make decisions now, especially young people. They don't sit down and think about what to drink. They feel it, and they want it immediately.
So the product itself—Sol Mezclas—is just beer mixed with other things. What's new about that?
The newness is in the format. Mexicans have been mixing beer with lime, hot sauce, and other ingredients for generations. What Sol Mezclas did was take that ritual and make it ready-to-drink. You don't have to prepare it yourself anymore. It's already done, already balanced, already there.
And the campaign puts this in front of people while they're stuck in traffic or waiting for a ride?
Exactly. The research shows people in Mexico City spend about 97 minutes a day in traffic. That's not wasted time from the brand's perspective—that's an opportunity. They've built a game that runs on screens in airports and subway stations, and in the Uber app. You play, you register, you get a free drink sent to you.
That seems like a lot of infrastructure for a beer campaign.
It is, but it's targeting the right people at the right moment. Seventy-one percent of Uber users are Gen Z or millennials. These are people who make decisions fast, who want things convenient, who don't separate consumption from the rest of their lives. The brand isn't trying to convince them to drink beer. It's trying to be there when they already want to.
What does "sensory experience" actually mean in this context?
It means flavor matters more than it used to. The research found that 63 percent of consumers in Mexico prioritize sensory experiences. They want bold, intense flavors. They want to *feel* something. Sol Mezclas delivers that—it's not plain beer. It's beer with character, with taste that announces itself.
So the whole campaign is really about timing and presence, not persuasion?
That's it. The brand's director said it clearly: consumption decisions aren't built anymore, they're activated. They happen in seconds. The job of the brand is just to be there when that second arrives.