Heineken Updates Beers of Mexico Variety Pack

In preparation for summertime celebrations, Heineken USA has unveiled the Beers of Mexico Fiesta Pack, an updated version of its original Beers of Mexico variety pack.

The addition of Dos Equis Azul, a blend of signature golden wheat lager and blue agave, rounds out the pack's original Dos Equis Lager, Tecate and Sol.

“The variety pack segment in the US beer market is gaining momentum and is ready to hit full stride as we head into the summer season when entertaining hits its peak,” said Gwendolyn Boyce, brand director of White Plains, N.Y.-based Heineken USA. “The addition of limited edition Dos Equis Azul adds a new smooth and refreshing taste to the variety pack, providing another reason for shoppers to choose the Beers of Mexico pack for their summer fiestas.”

Available June 1 through Aug. 31 in 12-packs of bottles or cans, the launch will be supported by channel-specific IRC and MIR offers on high-indexing fiesta related items, as well as custom POS and a 12-case cross-merchandising stacker.