Heineken Hires 160+ Repatriated Mexicans at Border Stores

More than 160,000 Mexicans returned from the United States in 2025, many facing uncertain futures. Now Heineken Mexico is turning that challenge into opportunity with jobs designed specifically for people starting over.

The beer company launched "Welcome Back, Paisano" earlier this year, a hiring program that treats deportation not as failure but as a new beginning. Through its Tecate brand and SIX convenience store chain, Heineken is creating jobs tailored for repatriated Mexicans in the border cities where they arrive.

The initiative goes beyond just handing out applications. Workers receive technical training, ongoing support, and real career opportunities within the Heineken network, partnering with Fundes, an organization focused on economic inclusion.

Five SIX stores opened in Tijuana and Ciudad Juárez in early 2026, creating 15 jobs in phase one. Now the program is scaling up fast: 10 more stores will open across northern Mexico over the next 24 months, employing at least 130 more people.

"What made us reflect on this issue was a number that is really more than just a number," said Esteban Velasco, head of the Tecate brand. "Beyond the number, there are many stories."

The Ripple Effect

The program targets northern Mexico because that's where most repatriated people land when they cross back. By meeting them where they are, Heineken is helping entire communities stabilize.

"We firmly believe that companies must be active agents in building solutions that generate real opportunities in the long term," said Inti Pérez, Director of Corporate Sustainability at Heineken Mexico. The company sees this as a scalable model that could expand to other regions.

The campaign's message centers on resilience and experience. Returning workers bring skills, work ethic, and determination that employers desperately need. Heineken is betting that acknowledging that character, rather than stigmatizing deportation, creates better outcomes for everyone.

Marta García, Marketing VP at Heineken Mexico, said the initiative "reflects the character and courage of Tecate: being present when most needed and supporting Mexicans with concrete actions."

By 2028, these 15 stores could employ nearly 150 people who might otherwise struggle to find work, proving that corporate sustainability strategies can create real second chances.