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WHITE PLAINS, N.Y. -- Premium Mexican beer Dos Equis is launching the "Lost Art of Celebrating Cinco" spring retail program with substantially increased media investment and more engaging support, aimed at offering consumers memorable Cinco de Mayo celebration experiences. To commemorate 150 years of celebrating Cinco de Mayo, Dos Equis will give shoppers the chance to learn more about the occasion as mastered by Dos Equis' "The Most Interesting Man in the World."
"The Dos Equis consumer is always looking for experiences that are a bit more unconventional, and we're confident they are going to enjoy our Cinco de Mayo celebrations," said Paul Smailes, senior brand director for Dos Equis at White Plains, N.Y.-based beer importer Heineken USA, a subsidiary of Heineken International BV in The Netherlands. "This year, marking the 150th anniversary of Cinco, we are offering our consumers and retailers exciting new engagements, which will enhance their Cinco de Mayo celebrations."
At retail, themed point-of-sale materials, large- and small-format display pieces and Dos Equis display enhancers, including a "Most Interesting Man" standee, will inspire shoppers to celebrate The Lost Art of Cinco with Dos Equis. Instant rebate and mail-in rebate cross-merchandising offers (where legal) combining Dos Equis Lager and Ambar with such Cinco de Mayo partners as 1800 Tequila and Cholula Hot Sauce aim to further enhance consumers' premium experience, while boosting the multi-section cash register ring for Dos Equis retail partners, the company said.
Additionally, just in time for the Cinco celebrations, Dos Equis is introducing its Beers of Mexico variety pack in a 12-bottle version. The Beers of Mexico includes Dos Equis Lager and Ambar, Tecate and Sol.
"Dos Equis sales have accelerated during the first two months of the year," noted Smailes. "To keep the momentum going and registers ringing, we're investing an unprecedented level of media support behind the 'Most Interesting Man in the World' campaign leading up to Cinco de Mayo. We anticipate record consumer engagement and record Dos Equis sales for participating retailers … as we prepare to celebrate the 150th anniversary of Cinco de Mayo."