Dos Equis Unmasks Details of Masquerade Program

WHITE PLAINS, N.Y. -- The Dos Equis brand is Halloween-ready with the latest incarnation of its most interesting "Masquerade" program, set to run at retail and on-premise Sept. 15–Oct. 31.

“Halloween continues to grow in popularity and is now the sixth single biggest beer-selling occasion of the year,” said Ryan Thompson, brand director for Dos Equis, a brand of White Plains-based Heineken USA. “More than half of adults are likely to throw or attend a Halloween party, and Dos Equis consumers lead the charge." 

Consumers will have the chance to win a trip to Dos Equis' ultimate Masquerade extravaganza in New Orleans. To enter the sweepstakes, fans can purchase Dos Equis Masquerade bottles that will direct them to email or text a copy of their receipt to [email protected].

Point-of-sale materials will also encourage consumers to upload their Masquerade photos to Instagram to be automatically entered into the sweepstakes using the #DosEquis hashtag.

In addition, this year's Masquerade program will be supported at retail by cross-merchandising offers on party-relevant items. The brand is partnering with Casa Sauza to provide instant redeemable coupons and mail-in rebate offers on the purchase of Sauza Family Brand Tequila and a 12-pack of Dos Equis.