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.”