White Plains, N.Y.-based Heineken USA announces the return of the Beers of Mexicovariety pack. Joining the mix this year is Dos Equis Roja, a distinctive red lager crafted with Mexican malted barley and hops. This latest version of the Beers of Mexico pack will be available in 12- and 24-packs starting Aug. 1.
“Variety packs have experienced incredible growth, contributing an incremental $224 million and more than doubling retailer profits over the last five years,” said Ryan Thompson, brand director for Dos Equis and Heineken USA, in a statement. “Import variety packs, including the Beers of Mexico pack, are outpacing (plus 18.5 percent) the total variety pack segment (plus 14.0 percent) offering retailers the opportunity to further boost sales and profits this fall. Our Beers of Mexico pack with new Roja, leverages the strength and momentum of Dos Equis (plus 12 percent) and Tecate (plus 5.7 percent), while offering consumers an exciting new taste from a favorite Mexican import brand. Our Beers of Mexico pack showcases the breadth of Heineken USA’s Mexican beer portfolio and will satisfy a range of tastes for any gathering. Each beer in the pack has a unique and individual personality, and when available together, offer shoppers a premium quality ‘Party in a Pack’ perfect for enjoying, entertaining and gifting.”
To build awareness and encourage purchase of the latest Beers of Mexico variety pack, custom designed “Bring Something New to the Party” case stackers and point-of-sale elements will be available to merchandise retail shelves, floors and cold boxes.
The Beers of Mexico program runs from August through December.
The variety pack sales of $224 million are based on Nielsen sales data for the 52 weeks ending June 21, 2014.