Tecate, a local mexican beer, has always been there for Mexicans—inspiring them with character and wit to enjoy life. So when the U.S. President proposed renaming the “Gulf of Mexico” to “Gulf of America”, and Google Maps went along with it, upsetting millions of Mexicans, we knew we had to do something, something only a brave brand like us could do. It wasn’t just a name change—it felt like a cultural erasure. Millions of Mexicans saw a part of their national identity disappear with a single update. While others hesitated, Tecate couldn’t stay quiet. This wasn’t just about a map—it was about pride, history, and who we are.