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Heineken USA's "Beers of Mexico" variety pack has returned, this time with the addition of Dos Equis Azul, a limited-edition blend of signature golden wheat lager and blue agave.
Azul joins the variety pack's classic offerings, including Dos Equis Lager, Tecate and Sol.
“Today’s consumers crave variety. As a result, variety packs have more than doubled retailer profits in the last five years,” said Ryan Thompson, brand director for Dos Equis. “Our Beers of Mexico pack is growing three times faster than the variety pack segment and faster than any other Top 10 Variety Pack on the market."
The new offering provides "shoppers a distinctly refreshing new reason to pick up the Beers of Mexico variety pack to enjoy with friends at gatherings large or small," Thompson said.
The launch will be supported by channel-specific cross-merchandising IRC and mail-in rebate offers, as well as a custom POS and a 10-case stacker.
The Beers of Mexico program runs through July 2015.