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The Dos Equis brand is gearing up for Halloween with the latest incarnation of its most interesting "Masquerade" program, set to run at retail and on-premise from Sept. 15 –Oct. 31.
Through the Dos Equis Masquerade sweepstakes, consumers will have a chance to win a trip to the brand's ultimate Masquerade extravaganza in New Orleans. To enter, fans can purchase Dos Equis Masquerade bottles which will direct them to email or text a copy of their receipt to XX@DESWEEPS.com.
“Halloween continues to grow in popularity and is now the sixth single biggest beer-selling occasion of the year,” said Ryan Thompson, brand director for Dos Equis, a brand of White Plains, N.Y.-based Heineken USA. “More than half of adults are likely to throw or attend a Halloween party and Dos Equis consumers lead the charge."
At retail, the program will be supported by cross-merchandising offers on party-relevant items. Additionally, the brand has partnered with Casa Sauza to provide IRC and MIR offers on the purchase of Sauza Family Brand Tequila and one, 12-pack of Dos Equis.
Point-of-sale material will also encourage consumers to upload their Masquerade photos to Instagram to be automatically entered into the sweepstakes using the #DosEquis hashtag.