Cheers - September, 2015

Cheers is dedicated to delivering hospitality professionals the information, insights and data necessary to drive their beverage business by covering trends and innovations in operations, merchandising, service and training.

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Page 32 of 51 33 September 2015 • DOS EQUIS Heineken USA 16 Growth Brand Awards 2014 Cases sold: 26 Million The history of Dos Equis dates back to 1897. The beer was fi rst brewed in Veracruz, Mexico, by the German-born brewer Mexican Wilhelm Hasse. To commemorate the upcoming turn of the century, the brand originally was named "Siglo XX," or "20th century." The cans were marked with the double-X Roman numeral symbol for 20, and took on the name "Dos Equis," or "two X's." This light pale lager is today sold in green bottles and has achieved double-digit growth for 11 consecutive years. The popularity of beers from Mexico has helped Dos Equis grow and positions it for future success. "Growth of Mexican imports is attributed to two key factors," explains Ryan Thompson, brand director for Dos Equis at parent company Heineken USA, "the growth of the multicultural, and specifi cally Hispanic American consumer base, and impactful marketing campaigns like the Dos Equis 'Most Interesting Man' that connects with and engages consumers at multiple touch points." According to the Dos Equis TV ads, there's little that "The Most Interesting Man in the World" cannot do. His talents are legion—and this includes continuing to appeal to consumers. The Most Interesting Man was recently named one of the top campaigns of the 21st century by Advertising Age. Dos Equis has evolved the campaign to engage fans with exclusive online content and through social media. The brand has reached more than 3 million fans on Facebook, while also developing strong presences on YouTube and Twitter. "In addition, aspirational and experiential programing including Dos Equis Dos de Mayo, Dos Equis Luna Rising and Dos Equis Masquerade engage and connect emotionally with consumers at multiple touch points along the path to purchase," Thompson says. Dos Equis plans to continue the brand's momentum by branching out with new offerings targeting an evolving consumer base. These products include the Dos-A-Rita lager Margarita beverage and the Beers of Mexico and Dos Equis Exploration variety packs. "These variety packs appeal to today's Millennial and multicultural consumers who are eager to experiment and seek out new styles, experiences and expanded fl avor profi les," Thompson says. ©2015 Libbey Inc. Scan to view our catalogs or visit Set for Success ® , every way you define it. Big profits. Rave reviews. Full houses. Masters in beverage presentation can have it all. Wine to beer to spirits, our unbeatable selection helps you enhance the customer experience while controlling portions to maximize profitability. Add innovative manufacturing to prolong service life and you get the value you expect from the industry leader. Bring your vision of success to life. Completely. Set for Success Set for Success ® , " " " – FreshInEverySense Inspiring Brands LIBBEY ® GLASSWARE SYRACUSE ® CHINA WORLD ® TABLEWARE Exclusive foodservice distributor of SCHÖNWALD SPIEGELAU NACHTMANN REED & BARTON

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