Dos Equis Celebrating 150 Years of Cinco

Tecate Light sponsoring Toyota Grand Prix

WHITE PLAINS, N.Y. -- Dos Equis is rolling out the Lost Art of Celebrating Cinco spring retail program with substantially increased media investment and more engaging support to offer consumers Cinco de Mayo celebration experiences. Dos Equis will give shoppers an opportunity to learn and experience the lost arts and rituals of Cinco as mastered by its "The Most Interesting Man in the World" character.

At retail, themed point-of-sale (POS) materials, large- and small-format display pieces and Dos Equis display enhancers, including the Most Interesting Man standee, invite shoppers to celebrate The Lost Art of Cinco with Dos Equis. Instant rebate (IRC) and mail-in rebate (MIR) cross-merchandising offers (where legal) that combine Dos Equis Lager and Ambar with Cinco de Mayo partners including 1800 Tequila and Cholula Hot Sauce will further enhance consumer's premium experience while increasing the multi-section cash register ring for Dos Equis retail partners.

And in time for the Cinco celebrations, Dos Equis is introducing its Beers of Mexico variety pack, now in 12 bottle packs. The Beers of Mexico (which includes Dos Equis Lager and Ambar, Tecate and Sol) is now with available in grocery and liquor channels.

Meanwhile, Tecate Light, as the official beer sponsor of the Toyota Grand Prix of Long Beach on April 13-15, 2012, is inviting adults 21 and older in Southern California to enrich their experience with live performances by Belanova and Joan Jett and the Blackhearts, the Miss Tecate Light Toyota Grand Prix of Long Beach competition, ticket discounts at retail and more.

Tecate Light will offer mail-in-rebates worth $100 off of a three-day reserved seating ticket or $10 off a single day reserved seating admission with the purchase of a 12-pack or larger of Tecate Light or Tecate at select retail locations throughout Southern California.

In the weeks prior to the racing weekend, fans over 21 years old will be able to take advantage of mail-in-rebate and instant savings on the purchase of snacks and car cleaning products, as well as a 12-pack or larger of Tecate or Tecate Light at select retail locations.

White Plains, N.Y.-based Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico.