Heineken USA Brings Back Beers of Mexico Variety Pack

Heineken USA's popular Beers of Mexico variety pack is back. 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, to create a medley of taste experiences for social gatherings and party occasions.

“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,” says 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 utilizing 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.

Once in-store, POS materials including 10 case stacker, display toppers, cooler decals, pallet skirts, price cards and tuck cards 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,” says Katz.

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.