Dos Equis Unveils Fall Masquerade Program

NEW YORK, NY – Dos Equis, the fastest growing premium Mexican beer in the U.S., is unveiling the details of this fall’s Masquerade program that will hit retail and on-premise accounts beginning September 1st. Set to coincide with this fall’s entertaining season, Dos Equis Masquerade entices consumers, 21 and older, to take their Halloween celebrations to a new level while inviting them to win a trip to Ultimate Masquerade Party in Miami. At retail, limited edition Masquerade packaging and compelling offers will help increase sales of Dos Equis Lager, Dos Equis Ambar and other Halloween-related items, driving higher register rings.

“Halloween has become a favorite occasion for adult consumers. More than 60% of those 21–24 years old will either throw or attend a Halloween party[1],” said Gwendolyn Boyce, Brand Director for Dos Equis, HEINEKEN USA. “Halloween spending is on the rise and is expected to outpace 2012 by over 10%, resulting in sales of over $8B, an estimated $80 per person1. October is also a key selling month for Dos Equis with both Lager and Ambar growing at double-digit rates and driving a 20% lift[2]. Dos EquisMasquerade program is designed to connect the lure of Halloween with the popularity of Dos Equis and offer our trade partners a clever new way to provide added value to both their customers and their bottom line.”

In the spirit of the masquerade, Dos Equis is donning its own mask with unique packaging, including limited edition bottle labels with unique codes. Consumers are encouraged to discover their more interesting side by entering the codes at www.DosEquis.com/Masquerade for the chance to win a trip to the Dos Equis Masquerade event in Miami, the ultimate masked celebration. Participating shoppers can increase their chances of winning every time they enter their codes found on the limited edition bottle labels, designed by acclaimed artist Hydro74.

Retail activation, led by POS featuring the limited edition bottles encourages shoppers to grab a pack to enter the Masquerade Sweepstakes. Relevant cross merchandising offers from leading brands, such as Kettle Brand® Potato Chips, and 1800® Tequila (where legal) help drive traffic and repeat purchase.

On-Premise, Dos Equis sampling events will be available in select accounts (where legal) to inspire in-bar Masquerade parties. Everything from wearable masks to temporary tattoos designed by acclaimed artist Hydro 74 will encourage guests to don alter egos for the night. Patrons who post photos of Dos Equis Masquerade celebrations to Instagram will automatically be entered into the Masquerade sweepstakes. Consumers can also enter by discovering the unique codes on limited edition bottle labels and logging on towww.DosEquis.com/Masquerade.

Dos Equis Masquerade program will run September 1st through October 31.

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 Lager, the world’s most international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale, and Strongbow cider. HEINEKEN USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com.