Playa Tecate Access

In Mexico, beaches are legally public but are increasingly inaccessible in practice. Physical barriers, entry conditional on consumption and implicit rules have transformed what should be a space for everyone into a territory reserved for a few. Facing this cultural tension, Tecate and LePub Mexico City are launching ‘Playa Tecate Access’: an initiative that uses creativity with intent, serving as a vehicle to reclaim public space.

The campaign is born from a clear observation: when access becomes exclusive, someone needs to open the door again. Moving beyond raising awareness, Tecate has taken concrete action with the launch of ‘Tecate Bars’, legally established access points that safeguard free entry to the beach, with no mandatory consumption or restrictions.

Far from building new, expensive, exclusive destinations that are detached from reality, the initiative is anchored in the present and in people’s everyday experiences. ‘Playa Tecate Access’ emerges from an obvious cultural tension and responds with a simple, direct and bold idea that exists in the real world. This isn’t about escaping to private islands, but about reclaiming the right to enter and fully experience spaces that have always belonged to everyone.

The initiative turned three bars, set in some of Tulum’s most coveted beachfront spots, into access points to the sea, making free entry to the beach possible for everyone. These spaces, previously ‘privatised’, became open areas where anyone can go directly to the beach without having to pay, consume or ask permission. Each bar stands as a manifesto for cultural empowerment, celebrating a sense of welcome and community and turning open spaces into places everyone can share and enjoy.

“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,” said Esteban Velasco, Director of Tecate.

From the outset, the challenge was to design a solution that could not be blocked or reinterpreted. Therefore, the strategy was built on legality and permanence, ensuring that the access created was real, functional and sustainable over time. The result is an idea that lives not only in communication but in the physical and cultural territory of the country.

“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,” said Aldo ‘Coco’ Ramírez and Ricardo ‘Rich’ Avilés, Chief Creative Officers at LePub Mexico City.

‘Playa Tecate Access’ will have a comprehensive rollout covering television, digital platforms, social media, DOOH, influencers and press. This initiative seeks to contribute to a broader conversation within Mexican culture, inviting different stakeholders to join in exploring creative ways to address the challenges and tensions that restrict access to and enjoyment of the beaches.