Dos Equis Engages Consumers with ‘Most Interesting Academy’ Summer Program

NEW YORK, NY — Dos Equis, the fastest growing premium Mexican beer in the U.S., today announced the details of this summer’s Most Interesting Academy program. Originally introduced in summer 2009, the award-winning Most Interesting Academy program provides adult Dos Equis drinkers with compelling offers, exclusive content and unique resources that deliver experiences that compliment their unconventional style. Retailers and on-premise operators will cash in with the tools they need to take their summer promotions and register rings to the next level.

The Most Interesting Academy is a fully integrated program that can be leveraged to drive consideration and sales of Dos Equis Lager and Ambar from June through September.

“Dos Equis consumers are thirsty for new experiences and always eager to learn, particularly in the area of unique and multi-cultural cooking. This summer, Dos Equis will inspire our consumers to seek new culinary experiences and live a more interesting life with the return of the Most Interesting Academy Program,” said Paul Smailes, Dos Equis Senior Brand Director, HEINEKEN USA. “Serving as a facilitator of interesting experiences, Dos Equis will transform shoppers into worldly culinary scholars and reward them for their participation.”

At retail, Academy themed POS and promotional packaging with SnapTag technology will direct consumers to special offers on Dos Equis (where legal), interesting recipes, unique content and valuable rewards through their mobile devices. Additionally, Shoppers are encouraged to participate in the Most Interesting Academy in-store via coupons and mail-in rebates (IRC & MIR) on the purchase of interesting grilling items and Dos Equis, discover exclusive Academy culinary content and claim unique rewards including discounts on exclusive Academy partner experiences and invites to local Academy events (where legal).

On-premise, Dos Equis Academy Advisors will be on hand in select accounts to invite patrons to learn and experience The Most Interesting Academy via an interactive bar engagement. Patrons are asked to complete a Personal Assessment (via IPad) to determine whether Dos Equis Lager or Dos Equis Ambar best fits their style. Advisors will offer participants a sample of their preferred Dos Equis liquid (where legal) and they will be officially inducted into the Most Interesting Academy. Academy Scholars will be encouraged to connect via social networks to share their personal experiences and can continue their participation on-site and online for a chance to be rewarded throughout the promotion.

The Most Interesting Academy will engage consumers and drive shopper traffic through simple shopping solutions,” added Smailes. “Instant access to special offers, content and rewards will generate strong consumer buzz by providing one-stop shopping to create extraordinary, Dos Equis style, culinary and entertaining solutions while driving higher basket rings for participating retail and on-premise accounts.”


HEINEKEN USA Inc., the nation’s premier beer importer, is a subsidiary of Heineken International BV, which is 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, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. HEINEKEN USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA -sponsored Taxi MagicÔäó application from your smartphone at Please visit