Dos Equis Reveals Spring Retail Program


Dos Equis, the fastest growing premium Mexican beer in the United States, is revealing details of the brands’ “Lost Art of Celebrating Cinco” spring retail program. Endorsed by The Most Interesting Man in the World, the multi-channel program will inspire adult consumers to celebrate Cinco de Mayo in a more interesting way, while offering accounts of the tools they need to take their Cinco promotions to the next level, delivering experiences that best suit the Dos Equis consumer’s style.

“The Dos Equis consumer wants to experience life a little differently than the herd,” said Paul Smailes, Dos Equis Senior Brand Director. “Our ‘Lost Art of Celebrating Cinco’ program elements encourage consumers to raise their Cinco celebrations to a new level, whether entertaining at home or gathering at their favorite restaurant or bar. The program provides retailers with relevant visibility elements and offers (as legal) that will engage their customers and increase take-away of Dos Equis and other Cinco related products.”

At retail, Dos Equis themed display enhancers, including a portable wooden bar, wooden crate cooler and the coveted Most Interesting Man standee, along with ‘Discover the Lost Art of Celebrating Cinco’ mass display units, pole toppers and themed POS will help create in-store Dos Equis/Cinco destinations. Recipes and Cinco tips will inspire consumers to throw their own Cinco party.

On-premise, ‘Lost Art of Celebrating Cinco’ consumer sampling events are designed to keep consumers engaged during the weeks leading up to Cinco de Mayo and encourage them to return to the account for a most interesting celebration on May 5th.

“The Dos Equis ‘Lost Art of Celebrating Cinco’ program elements enhance our retail and on-premise activation and provide consumers with a highly engaging and memorable Cinco experience,” said Smailes. “This year’s concept brings the celebration of Cinco de Mayo to life in exciting and unconventional ways that are inspired by the Most Interesting Man in the World himself, while providing the trade with the tools to drive their higher profit Dos Equis beer sales.”