HEINEKEN USA Debuts New Limited Edition Dos Equis Roja in Fall ‘Beers of Mexico’ Variety Pack.

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.

Beers of Mexico Roja 12 pack

Beers of Mexico Roja 12 pack

“Variety packs have experienced incredible growth, contributing an incremental $224M [1] and more than doubling retailer profits over the last five years. 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. Our Beers of Mexico pack showcases the breadth of HEINEKEN 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.”
– Ryan Thompson, Brand Director for Dos Equis, HEINEKEN USA

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.

[1] Nielsen FDCM+ 52 weeks ending 6/21/14
[2] Nielsen FDCM+ 52 weeks ending 6/21/14
[3] Nielsen FDCM+ 52 weeks ending 5/23/15
[4] Nielsen FDCM+ 52 weeks ending 5/23/15