Dos Equis Unveils Most Interesting 'Masquerade' Program

The Dos Equis brand is gearing up for Halloween with the latest incarnation of its most interesting "Masquerade" program, set to run at retail and on-premise from Sept. 15 –Oct. 31.

Through the Dos Equis Masquerade sweepstakes, consumers will have a chance to win a trip to the brand's ultimate Masquerade extravaganza in New Orleans. To enter, fans can purchase Dos Equis Masquerade bottles which will direct them to email or text a copy of their receipt to [email protected].

“Halloween continues to grow in popularity and is now the sixth single biggest beer-selling occasion of the year,” said Ryan Thompson, brand director for Dos Equis, a brand of White Plains, N.Y.-based Heineken USA. “More than half of adults are likely to throw or attend a Halloween party and Dos Equis consumers lead the charge." 

At retail, the program will be supported by cross-merchandising offers on party-relevant items. Additionally, the brand has partnered with Casa Sauza to provide IRC and MIR offers on the purchase of Sauza Family Brand Tequila and one, 12-pack of Dos Equis.

Point-of-sale material will also encourage consumers to upload their Masquerade photos to Instagram to be automatically entered into the sweepstakes using the #DosEquis hashtag.