WHITE PLAINS, N.Y. -- After testing Dos Equis Mexican Pale Ale (MPA) in restaurants and bars, Heineken USA will launch the brand extension in retail in February.
With citrus hops and a hint of spicy heat on the finish, Dos Equis MPA is a traditional pale ale with a Mexican twist. After several months in testing in select on-premise accounts, this sessionable Mexican Pale Ale is rolling out to off-premise outlets in the Sun Belt in February 2019. Dos Equis MPA will be available in 12-pack bottles and cans and six-pack bottles.
“Dos Equis is putting a fresh and interesante spin on product innovation,” said Lindsay Certilman, brand manager. “When we think pale ale, we think IPA. With the use of citrus hops and peppers, Dos Equis is taking the pale ale brewing process and adding a Mexican twist that delivers a fresh, subtly spicy taste. Off-premise distribution is a playground for beer enthusiasts to experiment with new brews, and thus offers us a perfect opportunity to engage with beer lovers looking for an interesting play on tradition.”
Heineken USA, White Plains, N.Y., sees "a sizable volume opportunity" with MPA, targeting consumers who drink both mainstream and craft beers and who seek easy-to-drink craft varieties made by reputable brands they know and trust.
With off-premise distribution and marketing efforts focused in the core Dos Equis markets of Texas and New Mexico, the national launch will be supported with features and displays, high-impact merchandising materials, consumer sampling where legal and local media, the company said.