Mix of Mexico

Heineken USA's variety pack designed to be "all-in-one" cross-category fiesta solution

Published in CSP Daily News

WHITE PLAINS, N.Y. -- Heineken USA is gearing up for the season of celebrations and entertaining with the Beers of Mexico Fiesta Variety Pack to drive consideration and incremental sales this holiday season.

Available in 12 packs of bottles or cans, the Beers of Mexico Fiesta packs contain equal quantities of Dos Equis Lager, Tecate and Sol, offering adult consumers the opportunity to experience three of Heineken USA's Mexican beers in one convenient pack.

"The variety pack segment in the U.S. beer market continues to show growth and enjoy ongoing appeal for the consumer," said Kirsten Walpert, brand manager for Dos Equis for Heineken USA. "Year to date, case sales of our Beers of Mexico pack are up 125% versus last year with dollar sales up 137% for the same period. As we approach the holiday celebration season, the Beers of Mexico pack offers consumers the perfect all-in-one solution to enhance their party experiences. For retailers, the Beers of Mexico pack leverages the high-margin Heineken USA portfolio of Mexican brands and provides ideal holiday fiesta cross merchandising opportunities."

At retail, channel-specific instant redeemable coupons (IRC) and mail-in-rebate (MIR) offers on high-indexing fiesta-related items including fajita ingredients, chips and dips, wine and festive decorations will encourage take away of the Beers of Mexico pack and cross-category products. Colorful, eye-catching point-of-sale (POS) and a 12-case stacker designed to display the Beers of Mexico variety pack and special offer items, provide shoppers with convenient, one-stop fiesta shopping that will increase rate of sale and drive higher retail basket rings.

"Mexican beer is festive and its taste refreshing and is strongly associated with socializing and celebration," said Walpert. "Our Beers of Mexico variety pack is designed to enhance consumer's holiday celebrations and drive sales of Heineken USA's Mexican brands."

The Beers of Mexico Holiday program runs Nov. 1 through Dec. 31.

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.