Dos Equis Seeking to Extend Cinco de Mayo

Promoting 'Dos-Arita' beer cocktails with offers at retail

WHITE PLAINS, N.Y. -- This spring, Dos Equis is extending the season of Cinco de Mayo with a five-week program that includes exclusive content and inspiration taken from chapters of the "Most Interesting Man in the World's" unpublished memoirs. This collection of rituals, feasts and adventures will encourage adult shoppers and on-premise patrons, age 21 and older, to create and share their own legendary experiences as they prepare for their Cinco de Mayo celebration.

"Cinco de Mayo continues to grow in popularity among consumers across the country and offers a 'most interesting' opportunity for friends to get together to celebrate," said Gwendolyn Boyce, brand director of Dos Equis for Heineken USA Inc. "In 2012, Dos Equis experienced a 24.8% lift in cases during the Cinco season. This year, our season of Cinco program takes the celebration to a new level by providing retailers and consumers with reasons to celebrate not just on Cinco de Mayo itself but during the weeks leading up."

At retail, Dos Equis is providing the tools and compelling offers that it said will keep shoppers coming back for more, long before and after Cinco de Mayo. In-store Cinco-themed display, point-of-sale (POS) materials and a take-one booklet with exclusive celebratory content will bring the Cinco Season to life while Cinco-inspired channel-specific instant redeemable coupons (IRC) and mail-in-rebate (MIR) offers on Pace brand salsas, Pepperidge Farm Baked Naturals chips, 1800 Tequila and other fiesta-related items (where legal) will inspire consumers to create their own Cinco rituals to celebrate all month long.

"Beer cocktails are fast-growing in popularity, and there is no better-tasting beer cocktail than the Dos-Arita--a delicious, refreshing margarita made with Dos Equis," said Boyce. "This year, we are promoting our proprietary cocktail through dedicated POS and a cross-merchandising program with 1800 Tequila (where legal) to provide consumers with another twist on their Cinco celebrations and retailers with an easy way to increase their register rings."

White Plains, N.Y.-based Heineken USA is a subsidiary of Heineken International BV, which is the world's most international brewer. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Buckler nonalcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.