Dos Equis this September will debut a new beer: Mexican Pale Ale.
It’s a traditional pale ale with a Mexican twist that is fuller-bodied and delivers a subtle kick of heat, the company says.
This sessionable beer will be available on draught nationally at sports bars and at Buffalo Wild Wings as part of the restaurant’s Brew Series starting in September through early November. This distribution is Phase 1 of an anticipated broader national launch of the new Mexican Pale Ale in 2019.
With distribution and marketing efforts focused in the core Dos Equis markets of TX, NM, NV, CA and relevant bars throughout the country, the launch will be supported with social media, national PR, key influencers, events and tastings, wait staff training on Mexican Pale Ale differentiation, account menus and signage, where legal.
This launch is meant to establish Mexican Pale Ale as a viable beer style and affirm the Brew Series as an incubator for new brews that aim to play on the national stage, the company says.