WHITE PLAINS, N.Y. — Heineken USA announced the return of its Beers of Mexico variety pack for the fall and holiday entertaining seasons.
Dos Equis Roja—a red lager crafted with Mexican malted barley and hops—joins the mix of perennial favorites like Dos Equis Lager, Tecate and Sol. This latest version of the Beers of Mexico pack will be available in 12- and 24-packs starting August 1.
“Variety packs have experienced incredible growth, contributing an incremental $224 million 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%) [according to Nielsen data] offering retailers the opportunity to further boost sales and profits this fall. Our Beers of Mexico pack with new Roja, leverages the strength and momentum of Dos Equis (+12%) and Tecate (+5.7%), while offering consumers an exciting new taste from a favorite Mexican import brand.”
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 point-of-sale elements will be available to merchandise retail shelves, floors and cold boxes.
The Beers of Mexico program runs August through December 2015.
White Plains, N.Y.-based Heineken USA Inc. is a subsidiary of Heineken International BV. European brands imported into the U.S. include Heineken, 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.