WHITE PLAINS, N.Y. -- Dos Equis, a premium Mexican beer brand, has announced the debut of its new, limited-edition Exploration variety pack "designed to appeal to today’s consumers who seek more interesting and legendary experiences."
The new Exploration pack, available in a 24-bottle pack, offers six bottles each of favorites Dos Equis Lager and Ambar along with Dos Equis Roja and Invierno, two unique Dos Equis Mexican beer styles.
“Variety packs are growing at [more than] 23%, faster than all other beer segments, showcasing that consumers today are more willing to experiment with new styles and flavor options from the brands they trust,” said Stephanie Dexter, brand manager for Dos Equis at Heineken USA. “Dos Equis continues its double-digit growth for the eighth consecutive year, outpacing all segments including craft beer. Our new Dos Equis Exploration pack leverages both the strength of the dynamic variety pack segment and Dos Equis, one of the fastest-growing beer brands. The result is an exciting and convenient, all-in-one pack of Mexican beer styles that is sure to appeal to inquisitive beer enthusiasts while boosting sales and profits for retailers this fall.”
Dos Equis is supporting the launch of the new variety pack with a full schedule of traditional and digital executions including special offers aimed at building awareness and driving consumers to local retail outlets to purchase.
“The Dos Equis drinker craves story-worthy experiences," said Dexter. "The Exploration pack fuels his quest to stay thirsty by combining two of his favorites with two additional and distinct Dos Equis styles. Dos Equis Roja is a distinctive red lager crafted with Mexican malted barley and hops while Dos Equis Invierno is a medium-bodied winter-style bock beer with hints of toffee and a clean and crisp finish. The result, a premium quality ‘Adventure in a Pack’ perfect for personal exploration or sharing with friends.”
The Dos Equis Exploration pack will be available at Costco, Sam’s Club, BJ’s Wholesale and Total Wine & More in select markets from Sept. 1 through Feb. 28, 2016.
White Plains, N.Y.-based Heineken USA Inc. is a subsidiary of Heineken International BV. European brands imported into the U.S. include Heineken, Strongbow Hard Apple Ciders, Desperados, Amstel Light and Newcastle Brown Ale. Heineken USA also imports the Dos Equis franchise, Tecate franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.