How The Pandemic Inspired Dos Equis To Think Outside Of The Box

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At the onset of the pandemic in 2020, says Food Dive, sales of Dos Equis (now owned by Heineken) saw a shocking 40% drop, kind of all at once. But, Ligia Patrocinio, head of Dos Equis at Heineken U.S.A., says the company is grateful for the obstacle. In fact, Patrocinio calls the pandemic a “wake-up call” for Dos Equis. After a 5% sales drop in 2018 and a 3% drop in 2019, the minds behind Dos Equis resolved to breathe new life into the visibly “tired” 125-year-old beer line. The result was a total brand overhaul: fresh packaging and a new slogan that simply dares, “Get a Dos.”

In addition to a cosmetic facelift, the brand also revamped its offerings, expanding into the realm of non-beer products. In August, Dos Equis rolled out a canned margarita with a 10% ABV and genuine Jalisco tequila, and it seems like fans’ only complaint is that it didn’t happen sooner. Thrillist called it “the best canned cocktail we’ve tasted” and said that “it tastes like a real drink.” Now, it looks like the company is back on track and chugging full steam ahead into the future. Last year, Dos Equis reported volume growth for the first time since 2016. Like that interesting man said, “Stay thirsty, my friends.” And judging by Dos Equis’ comeback, it looks like his friends are listening.

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Professional online writer. Tea drinker. Committed optimist. I write about health, wellness, fitness, parenting conundrums and navigating complex relationships.

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