NEW YORK -- Heineken USA is bringing back its popular Beers of Mexico variety pack. This spring, limited-edition Dos Equis Azul, a blend of signature golden wheat lager and blue agave, will once again join Dos Equis Lager, Tecate and Sol, in the 12- or 24-bottle variety pack.
“Today’s consumers are seeking adventure and prefer brands that allow them to explore new tastes and styles and support their thirst for self-expression and individualism,” said Andrew Katz, vice president of marketing for Dos Equis. “Just as every individual at a social gathering is unique, every beer in the pack has a personality. Our Beers of Mexico party in a pack is a proven seller, offering something for everyone.”
To increase awareness and drive shoppers in-store, Dos Equis is using digital and social media to direct consumers to the Beers of Mexico content hub, which features content for shopper engagement and guides shoppers to local off-premise accounts. Additionally, the hub provides retailers with branded content, toolkits for implementation and a platform to develop program extensions.
In-store, point-of-sale materials will include 10-case stackers, display toppers, cooler decals, pallet skirts, price cards and tuck cards to increase consideration and purchase intent of Dos Equis’ variety-pack format.
“For retailers, the Beers of Mexico pack leverages the high-margin Heineken USA portfolio of Mexican brands while capitalizing on the variety-pack format, an increasingly popular format that drives more dollars per trip than any other segment,” said Katz, citing Nielsen data.
The Beers of Mexico variety pack is available in 12- and 24-bottle formats and 12-pack cans, each containing equal amounts of Dos Equis Lager, Dos Equis Azul, Tecate and Sol.
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