Dos Equis Kicks Off Cinco de Mayo Celebration

Dos Equis' annual Cinco de Mayo program is once again helping consumers further engage with the brand through a series of consumer offerings.

A highlight of the program includes a sweepstakes in which participants can enter to win items from the "Most Interesting Man," such as a trip to his hacienda in Mexico or his Spanish guitar as seen in last year’s Cinco commercial, among other items.

“As the upscale Mexican import of choice, Dos Equis Cinco de Mayo program has all the elements to stand out from the competition during the weeks leading up to Cinco de Mayo, a holiday typically cluttered with Mexican beer brand promotions,” said Andrew Katz, the brand's VP of marketing. “By upping the stakes and making things even more interesting this celebratory season, Dos Equis will be the beer of choice for Cinco de Mayo.”

The brand is supporting the campaign through dedicated TV spots, social media, in-store displays and themed packaging featuring coupons and rebates, samplings, as well as a series of digital partnerships with Evite, Google Search, Ibotta, and Drizly.

“Dos Equis’ Cinco de Mayo programs are a proven success,” continued Katz. “The Dos Equis franchise outpaces the competition during the week leading up to and including Cinco. Our 2016 program is designed to take our consumers and our retail partners Cinco de Mayo experience to even greater heights in 2016.”

Dos Equis is a brand of New York-based Heineken USA.