WHITE PLAINS, N.Y. -- Dos Equis, a fast-growing import brand among top imports and a major driver of import category growth in the Texas food channel, has introduced the Dos Equis Lager 18 Pack. The new pack capitalizes on two key trends in the Lone Star State: the popularity of Dos Equis and the increase in consumer takeaway of larger import packs.
Dos Equis Lager 18 packs will be available in Texas food stores beginning in April 2010.
Over the past 12 months, 18 packs and larger import packages have rung in as the fastest-growing packs in the category with case [image-nocss] volume up 55%, the company said, citing IRI InfoScan data. As a result of the larger pack sales and share growth, Texas food stores have increased their promotional support of 18 packs by an estimated 33% resulting in even greater consumer exposure and interest.
"We're very excited to introduce the Dos Equis Lager 18 pack for our Texas Grocery trade partners and Texas consumers," said Paul Smailes, brand director for Dos Equis, Heineken USA Inc., White Plains, N.Y. "The 18 pack will provide our most loyal consumers with the greater convenience and value for their money that this pack has to offer. In our markets that have the strongest distribution and velocity, this new larger pack will offer food stores the opportunity to drive profitability by capitalizing on the hottest import brand and the huge growth the larger pack category."
Dos Equis sales in Texas continue to outpace the import and domestic competition with Lager up over 19% and Ambar up nearly 3%, according to IRI. The Dos Equis Lager 12 pack is currently the fastest-growing import SKU in Texas food, trending at +23%.
Smailes added, "Dos Equis' impressive performance in Texas and elsewhere, has been the result of organic growth and minimal package expansion. We anticipate the pack will bring incremental volume and even greater success for the brand and the trade with the launch of a new pack size that Texas consumers are embracing."
Major beer importer Heineken USA is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Buckler nonalcoholic brew. It is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico.
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