Lime and salt have always paired perfectly with Dos Equis but now, the brand is putting everything they know and adding it to a can.
This new product is inspired by the drinking ritual of Dos Equis Lager with a refreshing hint of natural flavors and a touch of salt and lime.
Starting November 2020, Lime & Salt will be available in 24 oz. cans in select markets, then followed by 12 oz. 6-packs for Spring 2020. This plan is reflective to periodize both large and small store formats to offer incremental sales and allow retailers to profit.
The launch will happen in seven U.S. markets and is supported by digital and social media, outdoor advertising, and a DJ radio read to provide local endorsements. Lime & Salt will bring a crispy, light, and smooth flavor to the Dos Equis brand.
“This latest innovation from Dos Equis® is a huge opportunity within Mexican Imports,” says Ligia Patrocinio, Senior Brand Director, Dos Equis®. “Lime flavored beer attracts different shoppers than traditional beer, and lime is the second-largest flavor in beer behind chelada. Lime & Salt will bring new users into the Dos Equis® franchise and new shoppers into stores,” continues Patrocinio. “Mexican flavored beer represents only 2.7% of Mexican beer sales versus the 21.2% that all other flavored beer represents of all other beer sales. To us and our retailer partners, this represents a huge opportunity gap that Lime & Salt is aiming to fill. With a perfect match of aroma and flavor, the lime comes across without a lingering aftertaste and with just a touch of salt. We have a winner!