Dos Equis Invites Consumer To ‘Discover The Masquerade’ This Halloween

NEW YORK, NY — This October, Dos Equis┬«, the fastest growing premium Mexican beer in the U.S., is inviting adult consumers and retailers to take their celebrations to a more exotic and interesting level with Dos Equis “Masquerade” retail program. Through “Masquerade” program elements assessable via mobile devices and Facebook, consumers will have access to mysterious special offers, sweepstakes and unique content, and retailers will have the tools to increase store traffic and sales of premium Dos Equis throughout the entire month of October.

Halloween has become one of the most celebrated holidays among adult consumers with spend on Halloween related items increasing from $5.8B in 2010 to $6.86B in 2011. It is estimated that more than half (59%) of young adults (21-24) will attend or throw a Halloween party.

The Most Interesting Man believes, despite the candy and costumes, that Halloween is truly an adult celebration,” said Ryan Thompson, Brand Manager for Dos Equis at HEINEKEN USA. “Through the Masquerade retail program, he invites consumers to explore the mystery and intrigue of the holiday while providing retailers with the display and merchandising elements necessary to bring this Reggie award winning concept to their outlets and capitalize on the holiday’s increasingly popularity.”

Back by popular demand, The Most Interesting Man will, once again, host his uber-magnificent Masquerade Ball in New York City, To round out the guest list, he is searching for the perfect attaché to join him for the gala event. Consumers interested in this coveted position are invited to apply on Facebook.

To encourage incremental display activity and help generate consumer excitement, Dos Equis is providing retailers with Masquerade themed display items and POS. Special SnapTag codes printed on POS items invite shoppers, through smartphone technology, to snap the code for the chance to win uniquely Dos Equis prizes. Cross merchandising IRC and MIR offers will be available on the purchase of Dos Equis and Halloween related items (where legal) to encourage out-of-section displays and increase retailer’s basket rings.

On-Premise, Dos Equis Masquerade themed POS including posters, pennants, coasters and table tents, containing the program’s SnapTag code, will be available to dress accounts in preparation for their uniquely Dos Equis Halloween celebrations. In select accounts, Dos Equis Ambassadors will be on hand to engage patrons in “Masquerade”, and invite them to snap the code for the chance to win Dos Equis prizes while sampling them on cold, refreshing Dos Equis Lager and Ambar (where legal).

Dos Equis “Discover the Masquerade” program runs October 1 — 31st.


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, Indio, 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

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