The Inside Track
By Marilyn Beck
The Spokesman-Review — Sunday, January 9, 1983
When Tom Petty and the Heartbreakers set off on their three-month concert tour, it’ll be with advertising and tickets trumpeting Tecate Beer. The brewery, on a campaign to heighten its appeal among U.S. teens, is following the lead of other firms forming tie-ins with rock groups, and is spending a fortune to sponsor the tour of Tom and group. It will make a loverly security blanket for Petty during these times when the concert business is chancy at best — and Tecate will know before too long if it increases the sales of its brew.