Beverage Industry

Heineken USA cross-promotes Beers of Mexico variety pack for holidays

Beers of Mexico includes Dos Equis Lager, Tecate and Sol brands

September 17, 2013

In preparation for the holiday season ahead, White Plains, N.Y.-based Heineken USA will launch a holiday program for its Beers of Mexico variety packs from Nov. 1 through Dec. 31. At retail, it will cross-promote the beers by using channel-specific instantly redeemable coupons and mail-in rebate offers on high-indexing fiesta-related products, including fajita ingredients, chips and dips, wine and festive decorations, where legal. Additionally, point-of-sale displays and a 12-case stacker designed to display the Beers of Mexico variety pack and special-offer items will provide shoppers with convenient, one-stop fiesta shopping that should increase the rate of sale and drive higher retail basket rings, the company says.

“Mexican beer is festive and its taste [is] refreshing and is strongly associated with socializing and celebration,” said Kirsten Walpert, brand manager for Dos Equis, in a statement. “Our Beers of Mexico variety pack is designed to enhance consumers’ holiday celebrations and drive sales of Heineken USA’s Mexican brands.”

Available in 12-packs of bottles or cans, the Beers of Mexico variety pack contains equal quantities of Dos Equis Lager, Tecate and Sol beers.

“The variety-pack segment in the U.S. beer market continues to show growth and enjoy ongoing appeal for the consumer,” Walpert said in a statement. “Year-to-date case sales of our Beers of Mexico pack are up 125 percent versus last year, with dollar sales up 137 percent for the same period. As we approach the holiday celebration season, the Beers of Mexico pack offers consumers the perfect all-in-one solution to enhance their party experiences. For retailers, the Beers of Mexico pack leverages the high-margin Heineken USA portfolio of Mexican brands and provides ideal holiday fiesta cross-merchandising opportunities.”