Dos Equis Launches New Mexican Pale Ale This September
|Top Mexican Import Dos Equis, one of the fastest growing beers on draught in the on-premise channel, is debuting a new beer to keep fans funneling into bars and restaurants nationwide with the launch of a Mexican Pale Ale, a traditional Pale Ale with a Mexican twist that is fuller bodied and delivers a subtle kick of heat.
This deliciously sessionable Mexican Pale Ale will be available on draught nationally at sports bars and at Buffalo Wild Wings (BWW) as part of the restaurant’s Brew Series starting in September through early November. This distribution is Phase 1 of an anticipated broader national launch of the new Mexican Pale Ale in 2019.
Dos Equis Mexican Pale Ale becomes part of the Dos Equis Interesante family and aims to prompt trial and awareness while promoting testimonials and referrals in advance of its national roll-out. Buffalo Wild Wings’ Brew Series offers customers unique beers that widen and add a new flavor to even the most season beer drinkers’ repertoire, while adding to the already impressive rotation of domestic and international brews on tap at the company. “Dos Equis is keeping it interesante through product innovation,” says Lindsay Certilman, brand manager for Dos Equis. “When we think Pale Ale, we think IPA. But Dos Equis is taking the Pale Ale brewing process and adding a Mexican twist. Sports bars provide a national platform for craft beer consumption and thus offers us a perfect opportunity to engage with craft drinkers and Mexican Import enthusiasts.”
“As the nation’s largest pourer of draft beer, Buffalo Wild Wings is committed to offering beer lovers quality, variety and value,” said Jamie Carawan, vice president of brand menu and culinary, Buffalo Wild Wings. “Dos Equis Mexican Pale Ale is a perfect fit, our customers will love it and we are energized by this offering.”
With distribution and marketing efforts focused in the core Dos Equis markets of TX, NM, NV,CA and relevant bars throughout the country, the launch will be supported with social media, national PR, key influencers, events and tastings, wait staff training on Mexican Pale Ale differentiation, account menus and signage, where legal. Dos Equis Mexican Pale Ale will be arriving on draught as part of the Brew Series on 9/17. Success with this launch will establish Mexican Pale Ale as a viable beer style and affirm the Brew Series as an incubator for new brews that aim to play on the national stage.