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.