Dos Equis Unmasks Details of 2013 Masquerade Program

Published in CSP Daily News

Promotion includes limited-edition bottle labels

WHITE PLAINS, N.Y. -- Dos Equis, a leading premium Mexican beer in the United States, is unveiling the details of this fall's Masquerade program that will hit retail and on-premise accounts beginning Sept. 1. Set to coincide with this fall's entertaining season, Dos Equis Masquerade entices consumers, 21 and older, to take their Halloween celebrations to a new level while inviting them to win a trip to Ultimate Masquerade Party in Miami.

At retail, limited-edition Masquerade packaging and compelling offers will help increase sales of Dos Equis Lager, Dos Equis Ambar and other Halloween-related items.

"Halloween has become a favorite occasion for adult consumers. More than 60% of those 21 to 24 years old will either throw or attend a Halloween party," said Gwendolyn Boyce, brand director for Dos Equis, Heineken USA. "Halloween spending is on the rise and is expected to outpace 2012 by over 10%, resulting in sales of over $8B, an estimated $80 per person 1. October is also a key selling month for Dos Equis with both Lager and Ambar growing at double-digit rates and driving a 20% lift. Dos Equis Masquerade program is designed to connect the lure of Halloween with the popularity of Dos Equis and offer our trade partners a clever new way to provide added value to both their customers and their bottom line."

In the spirit of the masquerade, Dos Equis is donning its own mask with unique packaging, including limited-edition bottle labels with unique codes. Consumers are encouraged to enter the codes at www.DosEquis.com/Masquerade for the chance to win a trip to the Dos Equis Masquerade event in Miami. Participating shoppers can increase their chances of winning every time they enter their codes found on the limited-edition bottle labels, designed by artist Hydro74.

Retail activation, led by point-of-sale (POS) materials featuring the limited-edition bottles, encourages shoppers to grab a pack to enter the Masquerade Sweepstakes. Relevant cross merchandising offers from leading brands, such as Kettle Brand Potato Chips, and 1800 Tequila (where legal) will help drive traffic and repeat purchase.

Heineken USA, White Plains, N.Y., is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale, Strongbow cider and Buckler nonalcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.