Beverage News / Beer

Dos Equis reveals the details of its 2013 Masquerade program

Brand packaging dons a masquerade mask for Halloween-themed promotion

September 4, 2013
/ Print / Reprints /
/ Text Size+

Dos Equis, a Mexican beer brand of Heineken USA, White Plains, N.Y., unveiled the details of its fall Masquerade program, which launched at retail and in on-premise accounts Sept. 1. Set to coincide with fall celebrations, Dos Equis Masquerade invites consumers of legal drinking age to celebrate Halloween with Dos Equis and enter for a chance to win a trip to the Ultimate Masquerade Party in Miami.

“Halloween has become a favorite occasion for adult consumers,” said Gwendolyn Boyce, brand director for Dos Equis, in a statement. “More than 60 percent of those 21-24 years old will either throw or attend a Halloween party. Halloween spending is on the rise and is expected to outpace 2012 by over 10 percent, resulting in sales of over $8 billion, an estimated $80 per person. October is also a key selling month for Dos Equis with both Lager and Ambar growing at double-digit rates and driving a 20 percent lift. Dos Equis’ Masquerade program is designed to connect the lure of Halloween with the popularity of Dos Equis and offer our trade partners a clever new way to provide added value to both their customers and their bottom line.”

In the spirit of the masquerade, Dos Equis is donning its own mask via specialty packaging, including limited-edition bottle labels with unique codes. Consumers of legal drinking age are encouraged to enter the codes at for the chance to win a trip to the Dos Equis Masquerade event in Miami.
Retail activation, led by point-of-sale materials featuring the limited-edition bottles, encourages shoppers to purchase the special packaging and enter the sweepstakes. Relevant cross-merchandising offers with other brands, such as Kettle brand potato chips and 1800 Tequila, also are designed to help drive traffic and repeat purchases, the company says.

On-premise, Dos Equis will host sampling events in select accounts to inspire in-bar Masquerade parties. The brand will provide themed party supplies including wearable masks and temporary tattoos designed to encourage guests to don alter egos for the night, the company says. Patrons who post photos of the Dos Equis Masquerade celebrations to Instagram will automatically be entered into the Masquerade sweepstakes.

Dos Equis’ Masquerade program will run through Oct. 31.

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.



Image Galleries

International Pineapple Day at Bahama Breeze

In celebration of International Pineapple Day on April 2, Bahama Breeze locations across the country invited the media and consumers to celebrate with cocktails that feature the tropical flavor of the pineapple. (Photos by Liz Parker and Jennifer Haderspeck)

10/10/13 2:00 pm EDT

Ditch the weighting agents: A cost effective solution for delivering flavors and actives

Available On Demand Learn how to reduce costs and energy use by enabling high oil load emulsions, eliminating the need for weighting agents like brominated vegetable oil (BVO).


Beverage Industry Magazine

BI April 2014 cover

2014 April

The April 2014 Beverage Industry includes a cover story on moonshine, as well as articles about CSD brands, whiskey, and more. Check it out today!

Table Of Contents Subscribe

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

Spirits Segments

Which spirits segment will perform the best in 2014?
View Results Poll Archive


Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products


Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!


facebook40 twitter    youtubelinked