Dos Equis Unveils New Packaging

Dos Equis beer will look different come this fall.

The Mexican brand, owned by Heineken, has announced a branding refresh to “maintain relevance with today’s consumer.”

The new design incorporates its Mexican heritage with a fusion of cultures, the company explains. It puts increased focus on the brand’s colors and XX symbol.

Shoppers can find the new Dos Equis Lager bottles in stores beginning September 2020, followed by Lager cans in October and Ambar Especial bottles in November. 

“The new packaging draws the consumer in with its bold simplicity and eye-catching detail,” says Ligia Patrocinio, senior brand director, Dos Equis. “A hint of contrasting color conveys pride and confidence while drawing focus to Moctezuma, where the brand has its roots and where its expressive personality was born. Today, Dos Equis is entering a new era; we’re keeping it interesting with a design evolution that’s a progressive and refreshing twist on a proud tradition.” 

Research conducted in advance of the enhancements showed improvement in all key packaging test metrics, the company claims, including standout, find accuracy and time, as well as premium and modern associations and preference share for both bottles and cans. 

The new packaging design is the first step in a complete brand evolution that will affect all brand touch points.
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Author: Kyle Swartz

Timothy Kelly

Tim is the Founder & Master Distiller at Felene. He developed his passion for the spirits and hospitality business while growing-up and working in his family's restaurant and liquor store business. Tim’s passion for the epicurean lifestyle has found it’s latest manifestation in the Felene Distillery. Tim is a 5-time Gold Medal Award winning Distiller. He has won a Platinum medal at the Prestigious Los Angeles Spirits Awards and his signature vodka was named Best-in-Category by the American Distilling Institute. Mr. Kelly is also a prolific author and writer and his blog is filled with ideas, discoveries, observations and recommendations to help his readers enjoy life’s simple epicurean pleasures.

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