International Marketing-Dos Xx
C. Company Overview Dos Equis, a Mexican beer brand, was originally brewed by German-born Mexican brewer Wilhelm Hasse in 1897. The brand was named "Siglo XX" that means "20th Century" to celebrate the arrival of the 20th century. The bottles are labeled with two symbols, the roman numerals "XX" and an Emperor, in resemblance of tradition and Mexican revolution. The spanish name is "dos equis" which means "two x's". Dos Equis is produced by Cuauhtémoc-Moctezuma Brewery (Cerveceria Cuauhtemoc Moctezuma), based in Monterrey, Nuevo Leon, Mexico. The brewery is one of the largest breweries in Mexico.
The main brand is Dos Equis XX Special Lager and served in the trademark green bottler. A clear gold color beer, containing 134 calories and 4.45% abc. It is made with roasted malts, choice hops and purified water. Additionally the Dos Equis XX Amber is a Vienna-style amber lager with 4.7% abv.
In January of 2010 the Dutch brewing company Heineken International purchased Sol and Dos Equis beer for £3.4bn ($5.5bn), excluding debt. Heineken took over the beer brands to position as the world's second-largest brewer by sales. The acquisition of Dos Equis and Sol gave Heineken access to one of the world's fastest growing beer markets expanding quickly in the United States. Under the terms of the deal, Femsa ended up with 12.5% stake in Heineken and 14.9% stake in its parent firm Heineken Holding. Making the Mexican company the second biggest shareholder in the brewer after the controlling Heineken family. Dos Equis represents 0.6 percent of the U.S. beer market by volume, compared with Heineken’s 2.2 percent in 2011.
In 2007, Dos Equis inaugurated its "the most interesting man in the world" advertising campaign. The campaign was created by Euro RSCG Worldwide. The Most Interesting Man in The World comes with an international flair and pedigree that may just reach the world around. The advertisement features actor Jonathan Goldsmith with frontline narrator Will Lyman. The
The main brand is Dos Equis XX Special Lager and served in the trademark green bottler. A clear gold color beer, containing 134 calories and 4.45% abc. It is made with roasted malts, choice hops and purified water. Additionally the Dos Equis XX Amber is a Vienna-style amber lager with 4.7% abv.
In January of 2010 the Dutch brewing company Heineken International purchased Sol and Dos Equis beer for £3.4bn ($5.5bn), excluding debt. Heineken took over the beer brands to position as the world's second-largest brewer by sales. The acquisition of Dos Equis and Sol gave Heineken access to one of the world's fastest growing beer markets expanding quickly in the United States. Under the terms of the deal, Femsa ended up with 12.5% stake in Heineken and 14.9% stake in its parent firm Heineken Holding. Making the Mexican company the second biggest shareholder in the brewer after the controlling Heineken family. Dos Equis represents 0.6 percent of the U.S. beer market by volume, compared with Heineken’s 2.2 percent in 2011.
In 2007, Dos Equis inaugurated its "the most interesting man in the world" advertising campaign. The campaign was created by Euro RSCG Worldwide. The Most Interesting Man in The World comes with an international flair and pedigree that may just reach the world around. The advertisement features actor Jonathan Goldsmith with frontline narrator Will Lyman. The