NEW YORK -- Heineken USA announced the return of its Beers of Mexico variety pack, this time with a limited-edition offering of Dos Equis Azul, a blend of signature golden wheat lager and blue agave. Dos Equis Azul will join Heineken USA Mexican beers Dos Equis Lager, Tecate and Sol in one convenient Fiesta Pack this month. The pack will be supported with seasonally relevant cross-merchandising offers (where legal) designed to enhance any gathering or at-home social occasion.
“Today’s consumers crave variety. As a result, variety packs have more than doubled retailer profits in the last five years,” said Ryan Thompson, brand director for Dos Equis. “The addition of Dos Equis Azul, an undeniably interesting golden lager that is handcrafted using signature lager beer with golden wheat and blue agave nectar, offers shoppers a distinctly refreshing new reason to pick up the Beers of Mexico variety pack to enjoy with friends at gatherings large or small.”
At retail, channel-specific cross-merchandising IRC (instant redeemable coupons) and MIR (mail in rebate) offers (where legal) targeting Cinco de Mayo and fiesta celebrations will encourage purchase of the Beers of Mexico pack with cross-category products. Custom POS signage and a 10-case cross-merchandising stacker provide shoppers with convenient, one-stop shopping and retailers with handy, out-of-section merchandising solutions.
“Mexican import brands are on fire and are driving overall beer category growth," Thompson said. "Our Beers of Mexico variety pack provides retailers with an exciting, on-trend format to capitalize on this growth and shoppers who seek variety and thirst for excitement, with the perfect party pack for their Cinco, spring and summer entertaining needs.”
The Beers of Mexico program runs February through July 2015.
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