Issue link: https://digital.copcomm.com/i/551222
august 2015 / the tasting panel / 7 "Halloween is a night for adventure," explains Andrew Katz, VP, Dos Equis at importer HEINEKEN USA. "What better way than to celebrate with Dos Equis, the beer that inspires legendary drinking experiences?" Katz points to the brand's iconic Most Interesting Man and his "little black book" as a lynchpin to the programming: "Dos Equis helps consumers be the most interesting and spontaneous with the help of the Most Interesting Man," continues Katz. "He has become a cultural icon by inspiring consumers to 'stay thirsty' and live legendary lives, and Dos Equis Masquerade leverages the connec- tion our fans have by engaging them at multiple touch points and driving further growth of our aspirational brand." With the Most Interesting Man leading the way, Dos Equis will offer in-store elements supported by special displays and POS designed to steer consumers to the XX Masquerade website, where the Most Interesting Man offers party planning tips in his little black book. Also on the Masquerade website: a chance for consumers to enter the sweepstakes for the ultimate Halloween bash, the Dos Equis Masquerade party in New York City. On-premise, specialty Masquerade tap handles bring the initiative to life, and Masquerade really comes to life in the digital realm: "This year's Masquerade program includes a robust digital and social campaign designed to drive broad program awareness and connect with our consumers as they plan their Halloween shopping trips," explains Katz. Halloween, it seems, is at the heart of the Masquerade movement: "The Halloween occasion continues to grow in popularity every year among LDA+ consumers," says Katz. "In 2014, Halloween spending surpassed $7 billion and represents the number six beer-selling occasion of the year. This year, more than half of adults are likely to throw or attend a Halloween party that features alcohol." Deepening its connection to the holiday, Dos Equis has also launched cross-category partnerships with Casa Sauza and Twang Beer Salt, driving shopper savings that are Most Interesting Man–worthy and good for your bottom line: "Additional channel-specific coupon offers tailored specifically for grocery, mass, convenience, drug and liquor stores will encourage cross-category purchases, resulting in increased sales and profits for retailers," says Katz. Profit, parties and the Most Interesting Man's black book? Now that's a campaign worth unmasking. NYC Brings the Heat At Cantina Royal in NYC, Chef/owner Julio Mora strives to bring the heat. "We specialize in spicy salsas," comments Mora. "These are signature salsas that are great additions to all of our dishes," he continues, citing duck confit, chicken and steak tacos as among the most popular dishes. Mora's other focus? Art: "The whole concept is to support the arts," he says. "We have a live music space in the back and have art everywhere—I designed the place myself!" Supplementing tacos and art is Dos Equis, which, according to Mora, is a favorite on-tap call, especially with the eye-catching Masquerade tap handles. "Dos Equis is so wonderful," says Mora, "and the lager goes really well with our spicy cocktails, calms them down a bit. The amber is another great pair, and adds to the overall mood of the space." But there's more to Dos Equis at Cantina Royal than straight pours: Mora not only uses the beer to cook, but also serves up an extremely popular Dos Equis Michelada, which he calls "Totally refreshing, and just a little spicy and good sour balance." "In 2014, Halloween spending surpassed $7 billion and represents the number six beer-selling occasion of the year." Cantina Royal's Chef Julio Mora cooks with Dos Equis.