Heineken USA is again making available its Beers of Mexico variety pack with limited-edition offering, Dos Equis Azul—a blend of signature golden wheat lager and blue agave. Dos Equis Azul will once again join Heineken USA’s Mexican beers—Dos Equis Lager, Tecate and Sol—in one Fiesta Pack. The pack will be supported with seasonally relevant cross-merchandising offers (where legal) designed to enhance any gathering or at-home social occasion.
“Today’s consumers crave variety. As a result, variety packs have more than doubled retailer profits in the last five years,” said Ryan Thompson, brand director for Dos Equis, Heineken USA. “Our Beers of Mexico pack is growing three times faster than the variety pack segment and faster than any other top 10 variety pack on the market. The addition of Dos Equis Azul, an undeniably interesting golden lager that is handcrafted using signature lager beer with golden wheat and blue agave nectar, offers shoppers a distinctly refreshing new reason to pick up the Beers of Mexico variety pack to enjoy with friends at gatherings large or small.”
At retail, channel-specific cross-merchandising IRC (instant redeemable coupons) and MIR (mail in rebate) offers (where legal) targeting Cinco de Mayo and fiesta celebrations, will encourage purchase of the Beers of Mexico pack with cross-category products. Custom POS and a 10-case cross-merchandising stacker provide shoppers with convenient, one-stop shopping and retailers with handy, out-of-section merchandising solutions.
Thompson added, “Mexican import brands are on fire and are driving overall beer category growth. Our Beers of Mexico variety pack provides retailers with an exciting, on-trend format to capitalize on this growth and shoppers who seek variety and thirst for excitement, with the perfect party pack for their Cinco, spring and summer entertaining needs.”
The Beers of Mexico program runs through July.
