USA – The Dutch beer company, Heineken is debuting its Dos Equis Mexican Pale Ale in off-promise stores in select US states following an on premise trial in the United States.
The new beer, a traditional Pale Ale with a Mexican twist will roll out to the off-premise in US Sun Belt states from February, available in 12-pack bottles and cans and six-pack bottles.
It contains citrus hops and “a hint of spicy heat” and aims to tap into a “sizeable volume opportunity” with consumers who drink both mainstream and craft.
Heineken said Mexican beer has enjoyed strong success in the US over the past few years and according to Nielsen, Mexican imports contributed 93% of total import category growth from 2014-2018.
The brewer is targeting consumers who drink both mainstream and craft beers and who seek easy-to-drink craft varieties made by reputable brands they know.
“Dos Equis is putting a fresh and interesting spin on product innovation. When we think pale ale, we think IPA.
With the use of citrus hops and peppers, Dos Equis is taking the pale ale brewing process and adding a Mexican twist that delivers a fresh, subtly spicy taste.
“Off-premise distribution is a playground for beer enthusiasts to experiment with new brews, and thus offers us a perfect opportunity to engage with beer lovers looking for an interesting play on tradition,” said Dos Equis brand manager Lindsay Certilman.
The national launch will be supported with features and displays, high-impact merchandising materials, consumer sampling and local media.
The beer is part of the Dos Equis ‘Keep It Interesante’ campaign launched in March last year to drive sales of the Dos Equis beer brand.
Heineken USA launched Dos Equis Mexican Pale Ale in September 2018 available on draught nationally at sports bars and at Buffalo Wild Wings (BWW) as part of the restaurant’s Brew Series.
