WHITE PLAINS, N.Y. — Dos Equis is launching a new summer program marrying the growth of Mexican imports and the rising popularity of beer in a can.
The "Taste Adventure All Summer" initiative, set to kick off May 1, is inspired by the brand's "Most Interesting Man in the World" advertising campaign. An off-premise sweepstakes includes Dos Equis Summer Can Buckets for cooling and serving at outdoor occasions, and an on-premise offer for digital or Uber gift cards.
A grand prize is a Dos Equis-sponsored adventure, to "make sure consumers have a story to tell as compelling as the stories of the 'Most Interesting Man'," according to the Heineken USA brand.
"By promoting Mexican imports like Dos Equis, retailers can generate more volume and dollar growth during key summer drinking occasions," said Andrew Katz, vice president of marketing for Dos Equis.
"To attract consumer interest in store, we are offering retailers a new merchandising solution for cans as well as exciting summer-themed [point-of-sale] featuring the perfect outdoor summer drinking occasion. Dos Equis velocity outperforms the category during the summer selling season, and this summer we have the program to leverage this trend," he said.
According to the brand, cans have never been more popular, legitimized by craft where now 10 percent of the volume is sold in cans, up from 2 percent two years ago.
Dos Equis sees summer as a perfect fit for beer programs. The season represents nearly 36 percent of total category dollars and six of the top largest volume weeks of the year.
In addition, casual gatherings, party time, and special events are all relevant during the summer, and represent 65 percent of beer consumption. Plus, according to the brand, 90 percent of regular drinkers who plan to drink this summer say they will drink outdoors.
Taste Adventure All Summer capitalizes on this by offering retailers that promote the right package during the right occasion the opportunity to generate more volume and dollar growth.
The program will be supported off premise by sweepstakes with mobile entry, social media and POS materials. The merchandising materials include can floor standees, and four-foot dimensional cans and five to 10 case stackers for floor displays. Cross-merchandising with On the Border Chips and Salsa provides opportunity for multiple item purchase.
"Dos Equis drinkers shop more (26 percent) and buy more (44 percent) vs. other leading Mexican imports, so this summer we are bringing them an exciting, new way to chill and enjoy their favorite beer," Katz said.
"With Mexican Imports having grown five-times faster than the total beer category during summer 2016, and with Dos Equis cans continued double-digit growth year on year for the past four years, we are confident this summer will be hotter than ever," he added. "Taste Adventure All Summer provides retailers the opportunity to uniquely merchandise product and promote can sales; and it gives consumers a great way to serve and enjoy Dos Equis cans whatever the summertime occasion, all summer long."
White Plains-based Heineken USA is a subsidiary of Heineken International NV. European brands imported into the U.S. include Heineken, Strongbow Hard Apple Ciders, 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.