Heineken USA announced the return of the Beers of Mexico variety pack, for the Fall and holiday entertaining seasons. Joining Dos Equis Lager, Tecate and Sol, is newcomer Dos Equis Roja, a red lager crafted with Mexican malted barley and hops. This latest version of the Beers of Mexico pack will be available in 12 and 24-packs starting August 1. To build awareness and encourage purchase of the latest Beers of Mexico variety pack, custom designed “Bring Something New to the Party” case stackers and POS elements will be available to merchandise retail shelves, floors and cold boxes.
Heineken also announced a September-into-October Tecate Light program to capitalize on Mexican Independence Day celebrations. By tapping into Mexican-American duality, Tecate Light is encouraging bi-cultural LDA+ consumers to celebrate the authentic Mexican holiday with a bolder tasting light beer. The Born Bold program is supported with national TV spots, digital and social media, and Independence Day focused bilingual messaging on POS and displays.