The Tasting Panel magazine

August 2016

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Page 44 of 100

44  /  the tasting panel  /  august 2016 BEER T his college football season, Dos Equis is rolling out a new on- and off-premise program designed to score with consumers on and off the field. Through television and digital promotions, social media and more, consumers will be driven to connect with the brand at their favorite outlet and enter a sweepstakes for the grand prize: a VIP experience at the college football championships in Tampa Bay, Florida. As the exclusive official beer sponsor of the playoffs, Dos Equis will also connect with fans through activations at the semi-finals, national championship game, the Rose Bowl and more. "Dos Equis is the perfect choice for those who enjoy interesting experiences with friends," says Andrew Katz, Vice President Marketing for Dos Equis. "College football is a dynamic and social occasion that calls for a brand that celebrates the high energy level of game-day viewing. Our college football program provides college football fans with everything they need to elevate their game-day experience and aspire to game-day greatness in Dos Equis' celebrated 'Stay Thirsty' style." Other weekly prizes will be available for winning, plus exclusive college football content through a custom mobile sweepstakes hub. On-premise pro- motion will include Dos Equis tap handles and table tents, while off-premise, display toppers and limited-edition packaging will drive consumer awareness about the partnership and program all season long. "Since 2012, Mexican Import is the only segment in the category that has shown consistent double digit growth year-over-year," Katz says. "Within the Mexican Import segment, Dos Equis drinkers make 36 percent more shopping trips, and spend 30 percent more per trip than the leading Mexican Import. Our college football program will allow retailers to leverage the growth of Dos Equis and the Mexican Import category among fans of college football, the second most watched sport in the United States." PHOTOS COURTESY OF HEINEKEN USA A True Touchdown for Beer Aficionados DOS EQUIS ROLLS OUT ITS COLLEGE FOOTBALL SPONSORSHIP by Becky Tsadik

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