Dos Equis Launches a New Style of Beer

Mexican Pale Ale to roll out in sports bars with goal of 2019 retail expansion

WHITE PLAINS, N.Y. -- Imported Mexican beer Dos Equis is debuting a new beer in bars and restaurants this month with the goal of expanding it into a packaged beverage in coming months. 

Dos Equis Mexican Pale Ale is a traditional pale ale with a fuller body and a subtle kick of heat. The session beer will be available on draft nationally at sports bars and in Buffalo Wild Wings as part of the restaurant’s Brew Series starting in September through early November. This distribution is Phase 1 of an anticipated broader national launch of the new Mexican Pale Ale in 2019, according to Heineken USA, which imports Dos Equis from Mexico.

“Dos Equis is keeping it 'interesante' through product innovation,” said Lindsay Certilman, brand manager for Dos Equis. “When we think pale ale, we think IPA. But Dos Equis is taking the pale ale brewing process and adding a Mexican twist.”

“As the nation’s largest pourer of draft beer, Buffalo Wild Wings is committed to offering beer lovers quality, variety and value,” said Jamie Carawan, vice president of brand menu and culinary for Buffalo Wild Wings. “Dos Equis Mexican Pale Ale is a perfect fit. Our customers will love it, and we are energized by this offering.”

With distribution and marketing efforts focused in the core Dos Equis markets of Texas, New Mexico, Nevada and California, the launch will be supported with social media, national public relations campaigns, key influencers, events and tastings, waitstaff training on Mexican pale ale differentiation, account menus and signage, where legal. Dos Equis Mexican Pale Ale will be arriving on draft as part of the Brew Series on Sept. 17.

Success with this launch will establish Mexican pale ale as a viable beer style and affirm the Brew Series as an incubator for new brews that aim to play on the national stage, according to Heineken USA, White Plains, N.Y.

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