White Plains, N.Y.-based Heineken USA’s Dos Equis brand announced the debut of its limited-edition variety pack: Exploration. The mix pack is designed to appeal to consumers who seek more interesting and legendary experiences, the company says.

The new Exploration 24-pack offers six bottles each of Dos Equis Lager, Ambar, Roja and Invierno.

“Variety packs are growing at plus-23 percent, faster than all other beer segments[1], showcasing that consumers today are more willing to experiment with new styles and flavor options from the brands they trust,” said Stephanie Dexter, brand manager of Dos Equis for Heineken USA, in a statement. “Dos Equis continues its double-digit growth for the eighth consecutive year, outpacing all segments including craft beer[2]. Our new Dos Equis Exploration pack leverages both the strength of the dynamic variety pack segment and Dos Equis, one of the fastest growing beer brands. The result is an exciting and convenient, all-in-one pack of Mexican beer styles that is sure to appeal to inquisitive beer enthusiasts while boosting sales and profits for retailers this fall.”

Dos Equis is supporting the launch of the new variety pack with a full schedule of traditional and digital executions including special offers aimed at building awareness and driving consumers to local retail outlets to purchase.

“The Dos Equis drinker craves story-worthy experiences,” Dexter added. “The Exploration pack fuels his quest to stay thirsty by combining two of his favorites with two additional and distinct Dos Equis styles. Dos Equis Roja is a distinctive red lager crafted with Mexican malted barley and hops while Dos Equis Invierno is a medium-bodied winter-style bock beer with hints of toffee and a clean and crisp finish. The result, a premium quality ‘Adventure in a Pack’ perfect for personal exploration or sharing with friends.”

The Dos Equis Exploration pack will be available at Costco, Sam’s Club, BJ’s Wholesale and Total Wine & More in select markets from Sept. 1 to Feb. 28, 2016.

[1] Source: Nielsen, FDCM+, 2009-2014

[2] Source: Nielsen, FDCM+, 2009-2014


Keywords: Dos Equis, limited edition, variety pack, imported beer