Dos Equis® Celebrates a Summer Full of Possibilities with the Rising of the Moon

Dos Equis® Celebrates a Summer Full of Possibilities with the Rising of the Moon Dos Equis® Celebrates a Summer Full of Possibilities with the Rising of the Moon

NEW YORK, NY (May 28, 2015) – Dos Equis is gearing up for a legendary summer with the debut of this summer’s retail and on-premise promotion designed to capitalize on the outdoor summer occasions that rise with the moon.  Running June 1st through the end of August, Dos Equis’ Luna Rising is a fully-integrated campaign that includes limited edition packaging, national TV, digital and social support along with events and sponsorships that will inspire LDA+ consumers to choose Dos Equis by showcasing that as the moon rises, so do the possibilities.

“The moon is a source of curiosity, mystery and intrigue among LDA+ consumers,” said Ryan Thompson, Brand Director for Dos Equis, HEINEKEN USA.  “And this summer Dos Equis will own the transition from day to night, by focusing on the moon’s unique ability to transform casual gatherings into more extraordinary celebrations. Our Dos Equis Luna Rising taps into the energy of the night time occasion while providing our retail partners with a distinct, ownable and on trend program to drive incremental sales of Dos Equis and Dos Equis Dos-A-Rita.”

Dos Equis® Celebrates a Summer Full of Possibilities with the Rising of the Moon

To kick off the program, Dos Equis is introducing limited edition Luna Rising primary and secondary packaging that features messaging to entice shoppers to Purchase Dos Equis and enter the Luna Rising sweepstakes. After purchasing Dos Equis, shoppers can visit and enter the unique code featured on the back label of their limited edition bottle for a chance to win a VIP trip to an exclusive Dos Equis Luna Rising party. Consumers can also enter the sweepstakes by uploading photos of their Luna Rising celebrations to Instagram using the hashtag #LunaRising.

A summer full of National TV spots featuring the Most Interesting Man in the World and partnerships with hyper-targeted digital shopper media and search engine marketing including Ibotta,, Evite, Google Search and News America will enhance consideration and drive shoppers in store. During the promotional period will feature specific Luna Rising content including recipes, and party solutions to incentivize shoppers to add Dos Equis to their shopping lists.

At retail, engaging and innovative light up displays and POS items including pole toppers, 5 and 10 case stackers, along with the limited edition packaging will encourage consumers to celebrate the unexpected possibilities of summer with Dos Equis. Channel specific cross merchandising offers (where legal) with Sauza® Tequila and Twang® Beer Salt will drive out-of-section displays and higher shopper basket rings.  Additionally, in the on-premise, Luna Rising will come to life through Most Interesting Man standees, coasters, table tents and banners.

“June through August represents 6 of the top 10 largest beer selling weeks of the year[1],” Thompson added. “During this period, upscale brands drive category growth led by Mexican Imports (+12.9%)[2]. On promotion, Dos Equis delivers retailers a higher proportion of incremental dollars (10.7%) versus top competitive import brands (9.6%) and craft brands (8.1%)[3]. This summer, Dos Equis Luna Rising will enhance consumer’s summer celebrations while driving traffic and incremental, higher margin sales of Dos Equis at retail and on-premise.”


HEINEKEN USA Inc., the nation’s leading upscale beer importer, is a subsidiary of Heineken International BV, the world’s most international brewer. European brands imported into the U.S. include Heineken, the world’s most international beer brand, Strongbow Hard Apple Ciders, Desperados, Amstel Light, and Newcastle Brown Ale. HEINEKEN USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit

[1] Nielsen Total USA FDCM+ June-August 2014
[2] Nielsen FDCM+ Including Total Liquor – June-August 2014
[3] Nielsen Top 15 Grocery regions combined – June-August 2014