WHITE PLAINS, N.Y. — With Cinco de Mayo falling on a Monday, for the second straight year, Americans everywhere will be faced with celebrating Cinco on a day not fit for the occasion. To save this time-honored celebration, Dos Equis’ “Dos de Mayo” campaign is returning on Friday, May 2nd to help fans everywhere ignite their fiestas all weekend long.
Just in time for the Cinco season, Dos Equis is launching Dos-A-Rita®, a ready-to-serve lager margarita made with 100 percent real Agave nectar and lager beer. Inspired years ago by bars in San Antonio, the same recipe that created a local legend will now be available outside of Texas for the first time from Dos Equis. Fans can purchase Dos-A-Rita in select regions at retailers starting this month.
Throughout April, the Dos de Mayo campaign will feature new “Most Interesting Man in the World” television & radio spots created specifically for the holiday. The television spot airing nationally features the iconic character giving a nod to the Dos de Mayo season with the proclamation: “Don’t rush into Cinco. Start with Dos.”
Dos Equis is also giving its traditional Lager and Ambar bottles a makeover with limited-edition label designs inspired by its Mexican heritage. The new Cinco de Mayo designed labels will be available nationwide wherever Dos Equis is sold.
“Dos de Mayo is back, and with Cinco de Mayo falling on a Monday, we’re bringing the party to our fans all weekend long,” said Gwendolyn Boyce, Brand Director for Dos Equis. “Whether it’s with Dos-A-Rita, the new spot, or our contest with Rolling Stone, we’re putting our own twist on Cinco.”
Dos Equis is partnering with Rolling Stone┬« magazine to kick off festivities at the official Rolling Stone Dos de Mayo party in Los Angeles. Starting now through April 13th, fans 21 and older can visit RollingStone.com/DosdeMayo to enter for a chance to win an all-expense paid trip to Los Angeles where they’ll celebrate Dos de Mayo with a performance by top musical talent compliments of Dos Equis.
Fans in select cities also have the chance to celebrate with Dos Equis and Thrillist® at regional launch celebrations on Dos de Mayo. For a list of participating cities, please visit Dosequis.com/DosdeMayo.
Fans can visit Facebook.com/DosEquis throughout April for updates on ongoing contests, news and information on how they can start their holiday celebrations with Dos Equis. Followers are also encouraged to share their own photos and updates using hashtag #DosdeMayo on Facebook, Twitter and Instagram.
About HEINEKEN USA:
HEINEKEN USA Inc., the nation’s leading upscale beer importer, is a subsidiary of Heineken International BV, the world’s most international brewer. European brands imported into the U.S. include Heineken, the world’s most international beer brand, 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. For the latest information on our company and brands, follow us on Twitter@HeinekenUSACorp, or visit HEINEKENUSA.com
About Rolling Stone:
Rolling Stone has been the leading voice of music and popular culture for more than 45 years. The multi-media brand features the latest in music reviews, in-depth interviews, hard-hitting political commentary and award-winning investigative journalism across many platforms including magazine, digital, mobile, social and event marketing. Rolling Stone provides “all the news that fits” to 36+ million fans of the brand every month.