- In partnership with Tiendas SIX and HEINEKEN Mexico, this initiative welcomes one of the world’s strongest workforces by supporting the reintegration of repatriated Mexicans through employment opportunities, training, and ongoing support over a 24-month period, while also expanding the Tiendas SIX network.
Mexico City — According to Mexico’s National Migration Institute (INM), more than 142,000 Mexican nationals were repatriated in 2025. Many returned facing uncertainty and without a support network to help them rebuild their lives. In response, Tecate has launched Welcome Back, Paisano, a platform designed to welcome one of the world’s strongest workforces by creating employment opportunities for repatriated Mexicans and facilitating their economic and social reintegration through Tiendas SIX and HEINEKEN Mexico.
Through Welcome Back, Paisano, the brand is promoting a comprehensive employment model that combines training, personalized support, and access to opportunities within the Tiendas SIX ecosystem.
The initiative was created with a clear purpose: to recognize the value, resilience, and determination of those returning home. Repatriated Mexicans represent far more than statistics—they bring stories of perseverance, experience, and character that strengthen the country.
Guided by its commitment to leave no Mexican behind, Tecate is not only welcoming people back home but also redefining what it means to return. The company views returning home as an act of pride and resilience, recognizing that repatriated Mexicans bring valuable skills, knowledge, and perspectives that contribute to Mexico’s future.
“Welcome Back, Paisano reflects Tecate’s courage and commitment to stand with Mexicans when they need it most. We aim to create meaningful impact in communities by strengthening local economies and generating opportunities for one of the world’s strongest workforces to build a new beginning,” said Marta García, Vice President of Marketing at HEINEKEN Mexico.
The initiative is implemented in collaboration with FUNDES, a nonprofit organization serving as a strategic partner by providing its methodology, expertise, and technical support to strengthen beneficiaries’ reintegration process. The program offers not only immediate employment opportunities but also a pathway toward long-term economic growth. During its first phase, Tecate has committed to employing more than 100 repatriated Mexicans, laying the foundation for a scalable model that can expand over time.
How Does Welcome Back, Paisano Work?
The initiative is built on a structured model that integrates technical training, continuous mentoring, and access to employment opportunities within the Tiendas SIX and HEINEKEN Mexico network. Through a robust methodology and guidance from experienced professionals, the program seeks to generate measurable and sustainable impact while progressively expanding to reach more people and strengthen local economies.
The program also includes the opening of new Tiendas SIX locations, creating additional employment and entrepreneurship opportunities across communities throughout the country. The initiative recognizes that when Mexicans return home, they return not only with hope, but with everything they are capable of building.
Tecate has a long history of promoting initiatives that reflect this commitment. These include campaigns focused on preventing gender-based violence by raising awareness and promoting cultural change, as well as Tecate 18+, a platform that encourages responsible alcohol consumption and informed decision-making among adults.Históricamente, Tecate ha impulsado iniciativas que reflejan este compromiso.
“At FUNDES, we believe in the power of entrepreneurship as a driver of social transformation. Supporting repatriated Mexicans in rebuilding their economic lives not only creates individual opportunities but also strengthens entire communities. Being part of ‘Welcome Back, Paisano’ allows us to contribute our expertise and methodology so that more people can rebuild their future with stability and confidence,” said Florencia Colunga, Growth and Partnerships Manager at FUNDES Mexico.
Aligned with HEINEKEN Mexico’s sustainability strategy, Brewing a Better World, Welcome Back, Paisano directly contributes to the company’s social impact and community development priorities. Through this initiative, HEINEKEN Mexico promotes inclusive economic opportunities for vulnerable populations, fosters social mobility, and helps rebuild the social fabric in the communities where it operates.