A VERY INTERESTING AD CAMPAIGN: Fast Track D
os Equis is the lone member of the Fast Track this year, which is the most demanding of the Growth Brand categories. Among
imported beers, the brand must have exceeded 1.5 million 2.25-gallon cases, growing at double-digit percentages, for four consecutive
years. Dos Equis once again showed solid growth with a 19.1 percent increase to 14 million cases. Th e Heineken USA brand may still be riding high from its "Most Interesting Man in the World" ad campaign that debuted several years go and still continues.
Domestic brands must have exceeded 9 million 2.25-gallon cases in 2010, and imported brands and microbrews must have exceeded Fast Track Brands
1.5 million 2.25-gallon cases in 2009, with double-digit growth over each of the past four years. (thousands of 2.25-gallon cases)
Brand Dos Equis Supplier Heineken USA
2006 7,500
2007 8,700
2008 2009 ACGR - Annual Compound Growth Rate. Source: The Beverage Information Group. 2010 9,800 11,750 14,000
2009-2010 % Change
19.1%
2006-2010 ACGR
16.9%
32
| SEPTEMBER 2011
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