Heineken USA Brings Back “Beers of Mexico” Winter Fiesta

Heineken USA announces the return of its popular Beers of Mexico variety pack, with the addition of limited edition Dos Equis Invierno. Invierno joins the mix of pack favorites, such as Dos Equis Lager, Tecate and Sol. Described as a smooth winter bock that adds a distinct and seasonally relevant style to the Beers of Mexico variety pack, it is sure to encourage trial and drive incremental sales for retailers this holiday season. “Today’s consumers are more adventurous, exploring new beer tastes and styles,” says 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 3X faster than the variety pack segment and faster than any other top 10 variety. “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,” she adds. This year, our holiday variety pack offers a great 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%),” says 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 October 1st through December 31st.