Heineken has lined up a five-litre draught keg for its Dos Equis lager brand as it looks to appeal to drinkers at home in the US market.
The company said yesterday the keg format will be available in Texas from early November, with additional markets to follow in 2021. The launch is supported by social media, digital display, e-commerce, search, and geo-targeting around retail locations.
“On average, a Dos Equis consumer spends four to six times more per serving on a draught beer versus a can or bottle purchased off-premise,” said Adam Jaskol, senior brand manager for Dos Equis. “The new five-litre keg offers consumers the same draught they love at a fraction of the price.”
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