HEINEKEN USA has announced the return of the Beers of Mexico variety pack with limited edition offering, Dos Equis Azul—a blend of signature golden wheat lager and blue agave. Dos Equis Azul will once again join HEINEKEN USA’s outstanding Mexican beers—Dos Equis Lager, Tecate and Sol—in one convenient Fiesta Pack. The pack will be supported with seasonally relevant cross-merchandising offers (where legal) designed to enhance any gathering or at-home social occasion. At retail, channel-specific cross-merchandising IRC (instant redeemable coupons) and MIR (mail in rebate) offers (where legal) targeting Cinco de Mayo and fiesta celebrations, will encourage purchase of the Beers of Mexico pack with cross category products. Custom point-of-sale (POS) and a 10-case cross-merchandising stacker provide shoppers with convenient, one-stop shopping and retailers with handy, out-of-section merchandising solutions. The Beers of Mexico program runs through July 2015.
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