Dos Equis Introduces Dos-A-Rita

Now available in ready-to-serve format

Published in CSP Daily News

Dos Equis Dos-A-Rita Heineken

WHITE PLAINS, N.Y. -- Dos Equis, one of the fastest growing Mexican import beers in the United States, has launched Dos Equis Dos-A-Rita, a premium, ready-to-serve Lager Margarita that will hit retail accounts beginning this spring.

Modeled after the popular cocktail recipe originally created on premise in Texas, Dos-A-Rita is a blend of Dos Equis Lager and classic Margarita flavors, sweetened with 100% premium Agave nectar. Dos Equis" Dos-A-Rita is the first imported, authentically Mexican ready-to-serve lager margarita on the market. Making its debut in April 2014, Dos-A-Rita will be available at retail in Texas, Arizona, California, Nevada, New Mexico, Colorado, Florida, Georgia, North Carolina, South Carolina and Alabama.

"The Dos Equis brand continues to post double-digit growth across all channels," said Monique Acevedo, vice president of innovation at Heineken USA. "In addition, the flavored/beer mixes segment is showing the highest rate of growth (197% versus last year), indicating that consumers [of legal drinking age and above] are more open to experimentation and variety beyond regular beer. Dos-A-Rita is poised to capitalize on these growth trends with a more premium and authentic lager margarita that leverages the strength and momentum of the Dos Equis brand."

Dos-A-Rita combines two traditional Mexican favorites--Dos Equis Lager and Margarita flavors--in one package.

"Independent research confirms that Dos-A-Rita generates strong interest among 22-to-34-year-old consumers and is viewed as an authentic, great-tasting and exciting product," Acevedo said.

Marketing support including custom-designed displays, price cards, cooler stickers and sampling bin point-of-sale (POS) elements, along with local out-of-home, radio and digital advertising and sampling activations (where legal), will foster consumer purchase interest, drive shopper traffic and increase sales, said the company.

Dos-A-Rita Lager Margarita has 7.2% ABV (alcohol by volume). It will be available in 24-oz. single-serve cans and 8-oz. cans in 12-packs.

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.