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NEW YORK -- Dos Equis, the fastest-growing premium Mexican beer brand in the United States, will refresh the look of its primary (bottles and cans) and secondary (outer pack) packaging designs. Beginning next month, both Dos Equis Lager and Dos Equis Ambar will sport a new design that showcases key brand elements in a more premium manner; proudly shows its strong and interesting brewing history; and significantly increases visibility and impact on the shelf and in displays.
The primary packaging design changes include an updated typeface of the iconic "XX" and rays on the front label to increase brand visibility, a profile turn of great 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' unique story.
Dos Equis' secondary packaging was completely redesigned to strengthen sophisticated and premium cues and make it more visible on the shelf. Changes in design include a front-facing brand logo and a rich background with various images and texts that proudly communicate the brand's rich heritage and authenticity. The addition of the Dos Equis bottle and the hand-blown draught glass to the side panel also 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 & Sol, commented, "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- and 12-packs of Dos Equis Lager will arrive at retail in early November. New Dos Equis Ambar six- and 12-packs, along with Lager 18- and 24-packs and 24-ounce bottles and cans, will hit retail in mid-November.