Beverage Industry logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Beverage Industry logo
  • NEWS
    • R&D News
    • Supplier News
  • PRODUCTS
    • New Products
    • Reader's Choice Poll
  • CATEGORIES
    • Alternative Drinks
    • Beer
    • Bottled Water
    • Cannabis Beverages
    • Carbonated Soft Drinks
    • Energy Drinks & Shots
    • Juice & Juice Drinks
    • Plant-Based Beverages
    • Sports Drinks
    • Tea and Coffee
    • Wine & Spirits
  • R&D
    • Beverage R&D Features
    • Ingredient Spotlight
  • PACKAGING
    • New Packages
    • Packaging Equipment
    • Packaging Material
  • OPERATIONS
    • Distribution
    • Plant Focus
  • TOP LISTS
    • Beer Market Report
    • Executive of the Year
    • State of the Beverage Industry
    • Top 100 Beverage Companies
    • Truck Report
    • Wholesaler of the Year
  • MEDIA
    • eBook
    • Podcast
    • Polls
    • Videos
    • Webinars
  • DIRECTORIES
    • Annual Manual
    • Contract Packaging Guide
    • Take a Tour
  • MORE
    • Classifieds
    • Channel Strategies
    • eNewsletters
    • Events
      • Membrane Technology Forum
    • Interactive Product Spotlights
    • Market Insights
    • Sponsor Insights
    • Store
    • White Papers
  • EMAG
    • eMagazine
    • Archived Issues
    • Advertise
  • SIGN UP!
Beverage NewsBeer

Dos Equis, Tecate partner for Cinco de Mayo campaign

Grab Cinco by the Cervezas promotion features on- and off-premise elements

Dos Equis Tecate Cinco de Mayo
March 7, 2019

Combining two Mexican import beer brands in one festive promotion, White Plains, N.Y.-based HEINEKEN USA’s Dos Equis and Tecate are supporting the idea that Cinco is more than a just day on the calendar; it’s a mind-set focused less on tradition and more on having fun and celebrating.

“We’re ramping up for Cinco 2019 with creative on- and off-premise merchandising, as well as feature and event amplification through social media,” said Alison Payne, vice president of marketing for the Mexican beer portfolio at HEINEKEN USA, in a statement. “Grab Cinco by the Cervezas images sized for Facebook and Instagram posts are perfect for advertising features and specials. We’ll be getting the word out about account activations, so accounts can be confident that consumers will be calling for Dos Equis and Tecate when their thoughts turn to Cinco.”

This year’s program invites consumers to enjoy all that Mexico offers, especially its beers. With Dos Equis as the No. 1 Mexican franchise on draft, according to a Nielsen volume report based on total U.S. sales for 4 weeks ending Dec. 29, 2018, and Tecate possessing 75 years of Mexican heritage and yielding 41 percent greater dollar lift versus import segment when promoted, according to a Nielsen 52-week sales report ending Sept. 22, 2018, these two brands are sure to bring some spice to Cinco this season, the company says. Additionally, earlier this year Tecate launched Tecate Titanium, a Mexican import with a high alcohol by volume.

To drive awareness, social media templates will advertise Cinco de Mayo features, specials, and holiday events while thematic, channel-specific point-of-sales and saleables will bring the promotion to life on- and off-premise. High-impact, retail-theater dresses up Dos Equis and Tecate displays and a partnership between Dos Equis and Jose Cuervo offers shoppers a one-stop party supply solution to drive takeaway, the company says. On-premise, brand ambassadors will be on hand to sample patrons (where legal) and to distribute thematic premiums while Mariachi bands and dueling dancers fuel the festivities, enhance the customer experience and provide social-worthy photos, it adds.

KEYWORDS: beverage marketing campaign Dos Equis imported beer Mexican beer Tecate

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • Chocolate, Strawberry, Vanilla shakes

    Classic flavors provide reliable, consistent results for beverage-makers

    Classic flavors of chocolate, vanilla and strawberry...
    Ingredient Spotlight
    By: Chloe Alverson
  • Free Spirits Instant Bar Bundle

    Lifestyle trends drive growth for non-alcohol category

    As lifestyle trends continue to drive growth for the...
    Wine & Spirits
    By: Lauren Sabetta
  • Younger generation displays unique habits when it comes to beverage consumption

    Generation Z shakes things up in beverage

    Experts share that Gen Z is changing the standard on what...
    Beverage News
    By: Chloe Alverson
Manage My Account
  • eNewsletters
  • Online Registration
  • Subscription Customer Service
  • eMagazine Subscription
  • Manage My Preferences

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Beverage Industry audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Beverage Industry or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • Fourpeople toasting with cocktails made with low-sugar ingredients, celebrating healthier drink options.
    Sponsored byCargill

    What’s Hot in Sugar Reduction: Beverages

  • chocolate milk
    Sponsored byCargill

    Sweetening the Future for Dairy and Dairy-Alternative Beverages

  • woman pouring a drink
    Sponsored byFFP

    Building a Beverage System: Meeting Consumer Demand for Precision Wellness

Popular Stories

Sting Energy

PepsiCo, Sting Energy unveil global partnership with Formula 1

PepsiCo + poppi

PepsiCo completes acquisition of poppi

people drinking Wynk

Mindful drinking prompts growth for THC beverages

Vote for your favorite new product

Have your say in what makes it to the top this month!
Vote for your favorite new product and help us celebrate excellence.


VOTE NOW!

Events

April 16, 2025

2025 State of the Industry Series: Alcoholic Beverages

On Demand In Beverage Industry’s annual State of the Industry: The Alcohol Beverage Market, analysts at S&D Insights LLC delve into these trends and how they’re shaping the industry.

View All Submit An Event

Poll

Retail Coffee Segment

What retail coffee segments will fare well into the next year?
View Results Poll Archive

Products

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

See More Products

Related Articles

  • Heineken COOLERPACK - Beverage Industry

    2018 State of the Beverage Industry: Mixed results for US beer market

    See More
  • Dos Equis

    Dos Equis named Official Beer Sponsor of College Football Playoffs

    See More
  • Beverage News

    Heineken USA highlights winning strategies for 2019

    See More

Related Products

See More Products
  • nanoinbev.jpg

    Nanoengineering in the Beverage Industry 1st Edition

  • nonmilk.jpg

    Milk-Based Beverages 1st Edition

  • food and bev control.jpg

    Food and Beverage Cost Control, 7th Edition

See More Products
×

Elevate your expertise in the beverage marketplace with unparalleled insights and connections.

Join thousands of beverage professionals today. Shouldn’t you know what they know?

JOIN NOW!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing