Heineken USA has announced the return of its Beers of Mexico variety pack.
Joining the mix of past brews Dos Equis Lager, Tecate and Sol is newcomer Dos Equis Roja: a red lager crafted with Mexican malted barley and hops.
This latest version of the Beers of Mexico pack will be available in 12 and 24-packs starting August 1.
“Variety packs have experienced incredible growth, contributing an incremental $224M and more than doubling retailer profits over the last five years,” said Ryan Thompson, Brand Director for Dos Equis, Heineken USA. “Import variety packs, including the Beers of Mexico pack, are outpacing (+18.5%) the total variety pack segment (+14.0%) offering retailers the opportunity to further boost sales and profits this fall.
To build awareness and encourage purchase of the latest Beers of Mexico variety pack, custom designed “Bring Something New to the Party” case stackers and POS elements will be available to merchandise retail shelves, floors and cold boxes.
The Beers of Mexico program runs August through December 2015.