WHITE PLAINS, N.Y -- Heineken USA is gearing up for this summer's celebrations by expanding distribution of its popular Beers of Mexico variety packs. Now available in 12 packs of bottles or cans, the Beers of Mexico variety packs, containing equal quantities of Dos Equis Lager, Tecate and Sol, allows consumers to experience three of Heineken USA's Mexican beers in one convenient collection and retailers a way to increase their Mexican beer sales and cross merchandising opportunities.
"This year, we are expanding our variety pack offerings to include 12-pack cans," said Gwendolyn Boyce, brand director for Dos Equis at Heineken USA. "Mexican Imported Cans are one of the strongest performing subsegments and are outperforming total beer by over 10 points [citing Nielsen data]. The Beers of Mexico variety pack capitalizes on this trend and is poised to own the summer 'fiesta' occasion by offering consumers a convenient assortment of the best that Mexico has to offer for their at-home or on the go party needs."
She added, "For retailers, the Beers of Mexico pack leverages the high-margin Heineken USA portfolio of well-known Mexican brands and provides ideal summer fiesta cross-merchandising opportunities."
At retail, "fiesta"-inspiring display and point-of-sale (POS) materials along with channel-specific cross merchandising instant redeemable coupons (IRC) and mail-in rebate (MIR) offers on fiesta-related food items, where legal, are designed to engage shoppers' summer celebrations.
"To top it off," said Boyce, "the Beers of Mexico fiesta packs are designed to allow consumers to add ice directly to the pack, ideal for their impromptu outdoor summer celebrations and another tool to help retailers drive summer impulse sales of Heineken USA's Mexican brands."
White Plains, N.Y.-based Heineken USA Inc. is a subsidiary of Heineken International BV, which is the world's most international brewer. 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 U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.