Heineken Expands Distribution of Variety Packs

NEW YORK — Heineken USA is gearing up for this summer’s celebrations by expanding distribution of its popular Beers of Mexico variety packs.

Now available in 12 packs of bottles or cans, the Beers of Mexico variety packs, containing equal quantities of Dos Equis Lager, Tecate and Sol, provides adult consumers, 21 and older, with the opportunity to experience three of HEINEKEN USA’s outstanding Mexican beers in one convenient collection and retailers the perfect pack to increase their Mexican beer sales and relevant cross merchandising items throughout the summer.

“This year, we are expanding our variety pack offerings to include 12-pack cans,” said Gwendolyn Boyce, Brand Director, Dos Equis for HEINEKEN USA. “Mexican Imported Cans are one of the strongest performing sub segments and are outperforming total beer by over 10 points. The Beers of Mexico variety pack capitalizes on this trend and is poised to own the summer “fiesta” occasion by offering consumers a convenient assortment of the best that Mexico has to offer for their at-home or on the go party needs. For retailers, theBeers of Mexico pack leverages the high-margin HEINEKEN USA portfolio of well-known Mexican brands and provides ideal summer fiesta cross-merchandising opportunities.”

At retail, “fiesta” inspiring display and POS materials along with channel-specific cross merchandising IRC (instant redeemable coupons) and MIR (mail in rebate) offers on fiesta related food items (where legal) are designed to engage shoppers and tee-up their summer celebrations. “To top it off,” added Boyce, “the Beers of Mexico fiesta packs are designed to allow consumers to add ice directly to the pack, ideal for their impromptu outdoor summer celebrations and another tool to help retailers drive summer impulse sales of HEINEKEN USA’s Mexican brands.”


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.