Heineken Unveils Beers of Mexico Variety Pack
Heineken USA is gearing up for the holiday season with the launch of its Beers of Mexico Fiesta Variety Pack, designed as an all-in-one party solution.
Available in 12-packs of bottles or cans, the Beers of Mexico Fiesta packs contain equal quantities of Dos Equis Lager, Tecate and Sol, offering adult consumers the opportunity to experience three of Heineken USA’s Mexican beers in one convenient pack.
“The variety pack segment in the US beer market continues to show growth and enjoy ongoing appeal for the consumer,” said Kirsten Walpert, brand manager, Dos Equis for Heineken USA. “Year to date case sales of our Beers of Mexico pack are up 125% versus last year with dollar sales up 137% for the same period.”
“As we approach the holiday celebration season, the Beers of Mexico pack offers consumers the perfect all-in-one solution to enhance their party experiences,” Walpert added. “For retailers, the Beers of Mexico pack leverages the high-margin Heineken USA portfolio of Mexican brands and provides ideal holiday fiesta cross merchandising opportunities.”
At retail, channel-specific instant redeemable coupons and mail-in rebate offers on high-indexing fiesta-related items including fajita ingredients, chips and dips, wine and festive decorations, will encourage take away of the Beers of Mexico pack and cross category products.
POS and a 12-case stacker designed to display the Beers of Mexico variety pack and special offer items, provide shoppers with convenient, one-stop fiesta shopping that aims to increase rate of sale and drive higher retail basket rings.
The Beers of Mexico Holiday program runs Nov. 1 through Dec. 31.
Heineken USA, a subsidiary of Heineken International BV, imports a variety of European brands into the U.S., including Heineken Lager, Heineken Light and Amstel Light.