Dos Equis® Introduces Dos-A-Rita®

Dos Equis, one of the fastest growing Mexican import beers in the U.S., announces the launch of Dos Equis Dos-A-Rita, the 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 TX, AZ, CA, NV, NM, CO, FL, GA, NC, SC and AL.

“The Dos Equis brand continues to post double digit growth across all channels,” noted Monique Acevedo, VP Innovation at HEINEKEN USA. “In addition, the flavored/beer mixes segment is showing the highest rate of growth (+197% versus last year)[1] indicating that consumers (LDA+) 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. Acevedo continued, “Independent research confirms that Dos-A-Rita generates strong interest among 22-34 year old consumers and is viewed as an authentic, great-tasting and exciting product.[2]

Marketing support by way of custom designed displays, price cards, cooler stickers and sampling bin 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.

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



[1] Source: *Nielsen FDCM+52wks Ending 6/1

[2] Source: TNS Concept Screen, March 2013

 

 

Mar 12 2014