Heineken USA is gearing up for the season of celebrations and entertaining with the Beers of Mexico Fiesta Variety Pack, an all-in-one party solution to drive consideration and incremental sales this holiday season. Available in 12 packs of bottles or cans, the Beers of Mexico Fiesta packs contain equal quantities of Dos Equis Lager, Tecate and Sol, offering adult consumers, 21 and older, the opportunity to experience three of Heineken USA’s Mexican beers in one convenient pack.
“The variety pack segment in the US beer market continues to show growth and enjoy ongoing appeal for the consume,” says Kirsten Walpert, brand manager, Dos Equis for Heineken USA. “Year to date case sales of our Beers of Mexico pack are up 125 percent versus last year with dollar sales up 137 percent for the same period. As we approach the holiday celebration season, the Beers of Mexico pack offers consumers the perfect all-in-one solution to enhance their party experiences. For retailers, the Beers of Mexico pack leverages the high-margin Heineken USA portfolio of Mexican brands and provides ideal holiday fiesta cross merchandising opportunities.”
At retail, channel-specific IRC (instant redeemable coupons) and MIR (mail in rebate) offers on high indexing fiesta related items including fajita ingredients, chips and dips, wine and festive decorations (where legal) will encourage take away of the Beers of Mexico pack and cross category products. Colorful POS and a 12-case stacker designed to display the Beers of Mexico variety pack and special offer items, provide shoppers with convenient, one-stop fiesta shopping that will increase rate of sale and drive higher retail basket rings.
“Mexican beer is festive and its taste refreshing and is strongly associated with socializing and celebration,” added Walpert. “Our Beers of Mexico variety pack is designed to enhance consumer’s holiday celebrations and drive sales of HEINEKEN USA’s Mexican brands.”
The Beers of Mexico Holiday program runs Nov. 1 through Dec. 31.
