Heineken USA Debuts New Limited Edition Dos Equis Variety Pack


New York, NY –Heineken USA announces the return of the Beers of Mexico variety pack, the ideal all-in-one party pack solution, right on schedule for the Fall and holiday entertaining seasons. Joining the mix of perennial favorites, Dos Equis Lager, Tecate and Sol, is newcomer Dos Equis Roja – a distinctive red lager crafted with Mexican malted barley and hops. This latest version of the Beers of Mexico pack will be available in 12 and 24-packs starting August 1st.

“Variety packs have experienced incredible growth, contributing an incremental $224M[1] and more than doubling retailer profits over the last five years,” said Ryan Thompson, Brand Director for Dos Equis, HEINEKEN USA. “Import variety packs, including the Beers of Mexico pack, are outpacing (+18.5%) the total variety pack segment (+14.0%) offering retailers the opportunity to further boost sales and profits[2] this fall. Our Beers of Mexico pack with new Roja, leverages the strength and momentum of Dos Equis (+12%[3]) and Tecate (+5.7%[4]), while offering consumers an exciting new taste from a favorite Mexican import brand. OurBeers of Mexico pack showcases the breadth of HEINENKEN USA’s Mexican beer portfolio and will satisfy a range of tastes for any gathering. Each beer in the pack has a unique and individual personality, and when available together, offer shoppers a premium quality ‘Party in a Pack’ perfect for enjoying, entertaining and gifting.”

To build awareness and encourage purchase of the latest Beers of Mexico variety pack, custom designed “Bring Something New to the Party” case stackers and POS elements will be available to merchandise retail shelves, floors and cold boxes.

The Beers of Mexico program runs August through December 2015.


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