The Dos Equis Kaws promo from FEMSA Cerveza

The Dos Equis 'Kaws' promo from FEMSA Cerveza

Heineken's FEMSA Cerveza subsidiary has launched limited edition bottles of 'Dos Equis' lager with a quirky bottle design from New York artist Brian Donnelly, also known as Kaws.

The move marks one of Heineken's first major promotions for Dos Equis since acquiring FEMSA Cerveza. Kaws, whose paint characters have XX instead of eyes, has designed green bottles featuring two big red XX for premium Dos Equis lager and ambar.

The move is generating "much buzz" on blogs and across the internet, where the limited edition will be advertised, a spokesperson for Cuauhtémoc-Moctezuma Brewery, a division of FEMSA, told just-drinks this week.

"This is our first campaign under Heineken and also the first time we promote a product only via the internet and through social networks like Facebook and Twitter," he said. Around 720,000 bottles of XX lager and ambar will be distributed in Mexico City, Guadalajara and Monterrey.