Dos Equis Azul Joins Beers of Mexico Fiesta Pack

Heineken USA rolls out summer beer experience

Heineken Dos Equis Azul beer (CSP Daily News / Convenience Stores)

WHITE PLAINS, N.Y. -- New this summer, Dos Equis Azul--a blend of signature golden wheat lager and blue agave--is joining Dos Equis Lager, Tecate and Sol in Heineken USA's updated version of its Beers of Mexico variety pack.

The Beers of Mexico Fiesta Pack, available in 12 packs of bottles or cans, offers summer legal-drinking-age consumers the opportunity to experience and share four of Heineken USA's outstanding Mexican beers in one convenient pack.

"The variety pack segment in the U.S. beer market is gaining momentum and is ready to hit full stride as we head into the summer season when entertaining hits its peak," said Gwendolyn Boyce, brand director for Heineken USA. "The addition of limited-edition Dos Equis Azul adds a new smooth and refreshing taste to the variety pack, providing another reason for shoppers to choose the Beers of Mexico pack for their summer fiestas."

For retailers, the Beers of Mexico pack leverages the high-margin Heineken USA portfolio of Mexican brands and provides a range of 'party-relevant' cross-merchandising opportunities to drive higher basket rings. Channel-specific IRC (instant redeemable coupons) and MIR (mail in rebate) offers, where legal, on high-indexing fiesta-related items will encourage takeaway of the Beers of Mexico pack and cross-category products. Custom point-of-sale (POS) and a 12-case cross-merchandising stacker highlight the addition of Dos Equis Azul and provide shoppers with convenient, one-stop shopping solutions. 

"Our Mexican beers embody the social and celebratory spirit of summer and provides summer hosts with a pack that will turn any party into a fiesta. We are excited to, once again, offer consumers this high-demand summer variety pack but with a twist--the addition of new Dos Equis Azul," said Boyce.

The Beers of Mexico Summer program runs June 1 through Aug. 31.

White Plaims, N.Y.-based beer importer Heineken USA Inc. is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken, , Strongbow Hard Apple Ciders, Desperados, Amstel Light and Newcastle Brown Ale. Heineken USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.