Heineken USA, White Plains, N.Y., is bringing back its “Beers of Mexico” variety pack with new limited-edition offering of Dos Equis Azul, along with Dos Equis Lager, Tecate and Sol Mexican beers.

“Today’s consumers crave variety,” said Ryan Thompson, brand director for Dos Equis at Heineken USA, in a statement. “As a result, variety packs have more than doubled retailer profits in the last five years. Our ‘Beers of Mexico’ pack is growing three times faster than the variety pack segment and faster than any other Top 10 variety pack on the market. The addition of Dos Equis Azul, an undeniably interesting golden lager that is handcrafted using signature lager beer with golden wheat and blue agave nectar, offers shoppers a distinctly refreshing new reason to pick up the ‘Beers of Mexico’ variety pack to enjoy with friends at gatherings large or small.”

At retail, channel-specific cross-merchandising instant redeemable coupons and mail-in rebate offers, where legal, targeting Cinco de Mayo and fiesta celebrations are available to encourage purchase of the “Beers of Mexico” pack with cross-category products. Custom point-of-sale materials and a 10-case cross-merchandising stacker will offer retailers out-of-section merchandising solutions, the company says.

Thompson added, “Mexican import brands are on fire and are driving overall beer category growth,” Thompson added. “Our ‘Beers of Mexico’ variety pack provides retailers with an exciting, on-trend format to capitalize on this growth and shoppers who seek variety and thirst for excitement, with
the perfect party pack for their Cinco, spring and summer entertaining needs.”

The “Beers of Mexico” program runs through July.