NEW YORK -- Heineken USA is bringing back its popular Beers of Mexico variety pack with a new addition to the lineup. Joining the mix of pack favorites, including Dos Equis Lager, Tecate and Sol is new, limited edition, Dos Equis Invierno. Invierno is a smooth winter bock that adds a distinct and seasonally relevant style to the Beers of Mexico variety pack.
“Today’s consumers are more adventurous, exploring new beer tastes and styles,” said Gwendolyn Boyce, brand director—Dos Equis, Heineken USA. “As a result, flavor experimentation has become a key factor in driving overall growth in the beer category. Our Beers of Mexico variety pack is a proven seller, growing three times faster than the variety-pack segment and faster than any other top 10 variety pack[1]. This year, our holiday variety pack offers a great mix of styles that will delight any taste at the season’s holiday gatherings including our new Dos Equis Invierno Winter Bock, a medium-bodied winter-style bock beer with hints of toffee and a clean and crisp finish.”
The Beers of Mexico variety pack is available in 12- and 24-bottle formats, each containing equal amounts of Dos Equis Lager, Tecate, Sol and Dos Equis Invierno. Custom designed display and POS materials, along with an on-pack mail-in rebate offer (where legal), will be available to merchandise retail outlets and generate cross-merchandising displays, helping drive higher basket rings and increase overall profits during the busiest selling season of the year.
“Consumer research shows strong purchase intent for the Dos Equis brand (+62%) and Invierno (89%)[2],” said Boyce. “The Beers of Mexico variety pack not only leverages the strength and momentum of the Dos Equis brand but it offers Dos Equis fans a unique opportunity to enjoy and serve Invierno, a new taste from their favorite brand.”
The Beers of Mexico Holiday program runs Oct. 1 through Dec. 31.
New York-based Heineken USA Inc. imports Strongbow Hard Apple Ciders, Desperados, Amstel Light, and Newcastle Brown Ale to the United States.
[1]Nielsen, FDCM+, 52 weeks ending 3/29/14
[2]P&K Consumer Taste Test, Mar/Apr 2014
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