Heineken is extending its Dos Equis Mexican beer brand into spirits-based RTDs in the US.
Dos Equis Margarita Classic Lime marks the beer’s spirits debut, following malt-based additions such as Lager Lime & Salt and Ranch Water Hard Seltzer. Using a blanco Tequila as its base, the new 10% ABV release is positioned as a “cocktail-in-a-can” by the brewer.
Available in four-packs of 341ml cans, Margarita Classic Lime is rolling out in nine states, including New Mexico, Colorado and Massachusetts, before hitting south California and Arizona in September.
The Dos Equis portfolio has grown rapidly in the last two years “with several new brands leaning into top consumer trends”, according to Heineken.
Rebrands should focus on emerging trends, not established ones – Consumer Intel
