As part of its strategy to combat violence against women and boost its economic independence, Cuauhtémoc Moctezuma-Heineken will cede the administration of at least 10 Six stores to the National Network of Refugees (RNR).
The vice president of corporate affairs of the company, Marco Mascarua, said the commitment goes beyond an advertising campaign, and Tecate plays an important role, being a brand that speaks to men, so it is the best platform for drive a positive change.
“There is no brand that can be considered great or relevant in history, but it has a reason to be, socially speaking, and Tecate is a relevant brand, it was the first to tell men: if you do not know how to treat a woman, You do not deserve a Tecate. “
In a press conference, the leader of the Six chain, Jesus Manuel Martinez, said that they expect by 2018 to cede the administration of at least 10 stores, where the brewer will put the initial inventory and women benefited will not have to make any investment.
He explained that they will give an initial training to the merchants where they will be explained what is the retail, security protocols, and they are given the store ready to operate, as well as a continuous advice for a better administration.
In turn, the general director of the National Shelter Network, Wendy Figueroa, said that there are currently two stores that are run by women, one in Mexico City, which employs seven women, and another in Morelos, which provides I work three.
He stressed that when options are given to women changes history, as sometimes there is no opportunity for those who are heads of family, so start a business of their own, where they are heads and can create alternative economic self-management breaks this economic dependence.
With this Heineken project, the brewery will hand over the administration of the units to the network, who will select the women who will be in charge, where the flexibility of the Six format can help her increase the business.
He stressed that after the spot of Tecate launched last year, calls increased by 50%, in addition to social networks that men have also approached to avoid this problem.
This is translated from its original source. Read here