Great marketing is key to any successful business.
Sometimes, though,ad campaignsand characters can end up overshadowing the very products they’re meant to advertise.
“This brand has such huge potential.
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It doesn’t matter if it’s just beer.
We can go way further.”
Since then, the brand hasn’t seen growth on the same level as rivals Modelo and Corona.
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Over the past two years, its sales appear to be more of a mixed bag.
That being said, sales in 2022 have reportedly been negative.
Last year saw Dos Equis' brand offerings double in size with the addition of multiple new products.
In May 2021, another innovation under the Dos Equis banner landed on store shelves.
The Dos Equis Ranch Water Hard Seltzer is the brand’s entry into the popular low-ABV category.
“The pandemic really turned on the heat and put the pressure on.
It really sparked something inside of us.”
Heineken Chief Marketing Officer Jonnie Cahill toldCNBCearlier this month that early sales have been very encouraging.
“The rate of sale per store is beating our expectations.
Make no mistake, the company’s bread and butter is still very much its flagship beverage.
Beer accounts for 85% of the brand’s business, with new innovations only making up 5%.
Still, these new products are introducing Dos Equis to an entirely new demographic.
