The Tasting Panel magazine

October 2017

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october 2017  /  the tasting panel  /  83 Varsity Tavern in Fort Worth, Texas, Dos Equis is his go-to brew of choice. "I'm not totally sure, but I think we sell more Dos Equis than any other bar in the state," he says. "For sure, we're the number- one-grossing bar in Fort Worth." Regan attributes Varsity Tavern's success to its versatility, as it's actually "three different nightclubs rolled into one." In addition to the main bar, there's a rooftop bar and a room called Funky Sound, as well as a black light and graffiti room. Needless to say, things are picking up speed at Varsity Tavern with the recent kickoff of football season—espe- cially as alumni pack in to watch their respective teams. "Last year, during the [Ohio State University] and Texas Tech game, we reached our maximum occupancy by 5 p.m.—that's 1,001 [people]!" Regan says. "We pretty much sell Dos Equis all night long . . . [it's] just a Texas thing." There's no doubt, then, that fans will be taking in this season's playoffs on Varsity Tavern's 90-inch screens with a frosty brew in hand. The Quest for "The Most Interesting Fan" The team at Dos Equis has added a new twist to its iconic, Hemingway-esque "The Most Interesting Man in the World" campaign—a new quest to find "The Most Interesting Fan." Beginning last month, this new campaign—or rather, more contemporary narrative—will continue to play out over the course of the 14-week season to help drive fan engagement. In addition to a new "Most Interesting Man" played by dashing actor Augustin Legrand, advertising spots will also feature comedian Rob Riggle as he vies for the title of "Most Interesting Fan." The first spot, aired in early September, depicts a slightly-dusty Legrand in an impeccably-tailored tux, chisel and mallet in hand as he roughs out a likeness of Riggle. "Beyond the beer, the great football-themed prizes, the chance to win tickets to a 'New Year's Six' game, and a VIP trip to the College Football Playoff National Championship, our search for 'The Most Interesting Fan' is a great way to build on the momentum from the CFP partnership," says Flores. Two finalists will be chosen in November, and one lucky winner will then be inducted into the College Football Hall of Fame in Atlanta at an exclusive Dos Equis event on January 7. Dos Equis will also offer their accounts localized, bowl-specific branded POS, as well as special tap handles, custom draught glasses, bar mats, and LED signs. On-premise experiences will mirror the TV spots, with sampling events at participating accounts, at the Playoff Semifinals, and at the Hall of Fame during the champion- ship game. College football legends will also surprise fans at key match-ups all season long, hoisting a Dos Equis with gusto and encouraging tailgaters to showcase exactly why they deserve a spot in the College Football Hall of Fame. In tandem with "The Most Interesting Fan" campaign, the company aims to ratchet up its appeal with Millennial consumers through the targeted use of social media. Fans and shoppers can use #MostInterestingFanSearch to enter the contest on Twitter, Instagram, and at DosEquis. com by sharing photos, videos, and tweets making the case for why they should be considered. With a storied history and a thirst for adventure, Dos Equis is enlisting a new generation of diehard fans with its authentic Mexican heritage and unapologetic pledge to "Stay Thirsty"—with these ingredients behind the campaign, Dos Equis fans can bet on a riveting road to the playoffs. Heineken • TracyLocke HDS202037 Studio# 202038 DosEquis_CFP_Activation Cooler Decal • 1 of 1 HDS202037_mch_cld_cfp.indd Print Code: – Contact: Alexa Comeau Studio Artist: Eric Blum Built At: 100% • Print Scale: None 4-Color Process: Cyan, Magenta, Yellow, Black Placed Images:HDS202037_ahr_cld_cfp.tif (CMYK; 300 ppi; 100%) HDS202037_DosCFP_LogoTrain.ai (28.97%) Document Fonts:National Champion (Medium), ITC Franklin Gothic (Book Compressed) 7-11-2017 9:09 B1 Mech Trim: 5" x 7" Mech Live: 4.75" x 6.75" Mech Bleed: 5.25" x 7.25" Final Trim: 5" x 7" Final Live: 4.75" x 6.75" Final Bleed: 5.25" x 7.25" OFFICIAL BEER SPONSOR OF THE COLLEGE FOOTBALL PLAYOFF OFFICIAL BEER SPONSOR OF ESPN COLLEGE FOOTBALL ©2017 DOS EQUIS® XX Special Lager. Imported by Cervezas Mexicanas, White Plains, NY. DE171393 Convenience, Liquor S:4.75" S:6.75" T:5" T:7" B:5.25" B:7.25" Heineken • TracyLocke HDS205532 Studio# 205533 DosEquis_CFB_Localized_POS Poster - 12x18 • 1 of 1 HDS205532_mch_pst_cfp_TX07.indd Print Code: TX07 Contact: Jennifer Ulacco Studio Artist: Barb Goodspeed Built At: 100% • Print Scale: None 4-Color Process: Cyan, Magenta, Yellow, Black Placed Images:HDS205532_ahr_BarScene_TX07.tif (CMYK; 452 ppi; 66.3%) HDS205532_ahr_pst_background_tear.psd (CMYK; 300 ppi; 100%) HDS205532_ahr_pst_Product.psd (CMYK; 300 ppi; 100%) HDS205532_DosCFP_LogoTrain.ai (90.62%) Document Fonts:ITC Franklin Gothic (Book Compressed), United Sans Reg (Bold), National Champion (Medium) 9-14-2017 5:57 PM B1 Mech Trim: 12" x 18" Mech Live: 11.5" x 17.5" Mech Bleed: 12.5" x 18.5" Final Trim: 12" x 18" Final Live: 11.5" x 17.5" Final Bleed: 12.5" x 18.5" ©2017 DOS EQUIS® XX Lager Especial. Imported by Cervezas Mexicanas, White Plains, NY. OFFICIAL BEER SPONSOR OF THE COLLEGE FOOTBALL PLAYOFF OFFICIAL BEER SPONSOR OF ESPN COLLEGE FOOTBALL WAITING TO HEAR THE HORN THE HORN S:11.5" S:17.5" T:12" T:18" B:12.5" B:18.5" Dos Equis' marketing is aimed at the 16 million viewers who tune in to ESPN to watch the College Football Playoff. PHOTO COURTESY OF DOS EQUIS

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