Dos Equis Gets New Look

Primary, secondary packaging redesigned to highlight brand elements, history

Published in CSP Daily News

WHITE PLAINS, N.Y. -- Dos Equis, a leading premium Mexican beer brand, is announcing a refreshed look for its primary (bottles and cans) and secondary (outer pack) packaging designs. Beginning this November, both Dos Equis Lager and Dos Equis Ambar will sport a new design that showcases key brand elements in a more premium manner and shows its brewing history. Heineken USA Inc. hopes that it will significantly increase visibility and impact on the shelf and on displays.

The primary packaging design changes are evolutionary. They include an updated typeface of the "XX" and rays on the front label to increase brand visibility, a profile turn of Aztec leader Moctezuma--from facing left to facing right representing the brand's momentum and forward thinking--and the addition of a heritage line on the front label to highlight Dos Equis' story.

Dos Equis' secondary packaging was completely redesigned to strengthen sophisticated and premium cues and make it more visible on shelf. Changes in design include a front-facing brand logo, a rich background with various images and texts that communicate the brand's heritage and authenticity. The addition of the Dos Equis bottle and the hand-blown draught glass to the side panel highlights the beer's color, strengthens the visual appeal and helps to distinguish the differences between Dos Equis Lager and Ambar.

Ryan Thompson, brand manager for Dos Equis and Sol, said, "The complete redesign to our secondary design and optimizations to our primary design reflect our aspirations to constantly improve every aspect of the brand, and to continue fueling the great momentum of Dos Equis. The numerous changes address various brand, consumer and retail goals, and we're confident both consumers and retailers will react very favorably to the new sophisticated look."

The new primary and secondary six packs and 12-packs of Dos Equis Lager will arrive at retail in early November. New Dos Equis Ambar six packs and 12 packs, along with Lager 18 packs and 24 packs and 24-oz. bottles and cans will hit retail in mid-November.

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