LePub Mexico City, Tecate reclaim public beaches

Tecate and LePub Mexico City have launched Playa Tecate Access, an initiative designed to restore public access to beaches that have become increasingly restricted in practice. The campaign combines creative thinking with concrete action, turning bars into legal entry points that guarantee free, unrestricted access to the sea.

Restoring public space

In Mexico, beaches are legally public but are often inaccessible due to physical barriers, mandatory consumption rules, and other implicit restrictions. Playa Tecate Access addresses this tension by converting three of Tulum’s beachfront bars into open access points, allowing anyone to reach the beach without payment, consumption, or permission.

Esteban Velasco, Director, Tecate: "Acceso Playa Tecate reflects our ongoing commitment to always stand with Mexicans and to drive bold actions that generate real impact. This initiative arises from the conviction that free access to beaches can coexist with a culture of responsibility and respect. We believe in a long-term vision that promotes care for the environment and the appreciation of public spaces, so that they continue to be gathering and enjoyment points for people and communities, now and in the future."

Anchored in legality and permanence

The initiative was designed to be legally sound and sustainable, ensuring that access cannot be blocked or reinterpreted. Rather than creating new, exclusive destinations, it integrates with existing spaces to provide a real, functional, and enduring solution.

Aldo ‘Coco’ Ramírez and Ricardo ‘Rich’ Avilés, Chief Creative Officers at LePub Mexico City: "Iconic brands don’t chase attention; they create relevance and impact. Creativity thrives when driven by purpose and responsibility. By opening public access in historically restricted areas, Tecate and LePub turn a social challenge into a meaningful initiative. It’s not just about being present in a competitive territory; it’s about putting community wellbeing at the heart of every action."

Multi-channel rollout and cultural impact

Playa Tecate Access will be promoted through television, digital platforms, social media, DOOH, influencer activity, and press. The initiative aims to spark a broader cultural conversation about the importance of public access, inviting stakeholders across Mexico to explore creative solutions to beach access and inclusion.

The project positions Tecate as a brand that not only recognises social challenges but takes action to create lasting, tangible impact in communities.

www.tecate.com

www.le.pub

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