And make sure to hit those booths first before the beer runs out.

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With his partners, Lemann runs the makers of Budweiser beer, the Whopper and soon even Heinz ketchup.

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Traditionally targeting the Mexican immigrant population in the U.S., Tecate displays arena signage, hosts pre-fight concerts, runs cross-promotions with Tequila and dresses up beer cans with discount offers on Pay-Per-View purchases.

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