• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • Advertise
  • About Craft Brewing Business

Craft Brewing Business

Professional Insight, Unfiltered

Craft Brewing Business Craft Brewing Business
  • News
  • Business & Marketing
  • Packaging & Distribution
  • Equipment & Systems
  • Ingredients & Supplies
  • Webinars & White Papers
  • News
  • Business & Marketing
  • Ingredients & Supplies
  • Packaging & Distribution
  • Equipment
  • Webinars & White Papers
  • COVID-19

Dos Equis should release its ‘Mexico Is the Shit’ cans to the larger public

September 17, 2018Keith Gribbins

Mexico Is the Shit jackets are pretty cool. They’re great for families. I like the green ones myself. Hoping to capitalize on coolness, Dos Equis (a Heineken-owned brand) is now putting “Mexico is the shit” on some of its cans.

The beer brand has partnered with the street-wear brand creators of the Mexico Is the Shit jackets. The partnership includes a series of popup shops and events curated by MITS, showcasing the real shit like “emerging Mexican talent, streetwear designers, visual artists and music artists,” according to the press release. The program will also include a special edition Dos Equis Mexico is the shit can, which I believe should be released to the larger public. This is a part of Dos Equis’ recently launched “Keep it Interesante” campaign. From the press release:

“The jacket was created as an ode to Mexicans around the world who are doing interesting things in their everyday lives,” said Anuar Layon, Creative Director and Designer for MITS. “We appreciate this great partnership with Dos Equis as it really helps support our core mission, which is to give people a positive and interesting way to proudly celebrate our Mexican culture.”

“As we were looking for new ways to create a relationship with consumers, we realized the powerful message behind the iconic brand’s personality,” said Karla Flores, Dos Equis Brand Director. “As a Proud Mexican Brand, now more than ever, we want to align with partners who are making bold moves in their community, and our friends at MEXICO IS THE SHIT are doing just that.”

In celebration of the partnership and Mexican Independence Day, MITS and Dos Equis had a launch party this past weekend in Bushwick, Brooklyn.

In 2010, Heineken spent $7.6 billion to buy Mexico’s Femsa Cerveza, the beer operations of beverage giant and Coke bottler Femsa. That purchase included brands such as Dos Equis, Tecate and Sol. Payment was made in a stock swap that left Femsa a 20 percent owner in Heineken. That update may or may not be the shit.

Capital Brewery stakeholders file suit
Dutch courts clear path for multimillion euro claim against Heineken
Greece craft beer heineken
Two former Heineken executives in Greece found guilty in anti-competitive criminal case
Ballast Point sells for $1 billion, Anchor Brewing sells for $85 million. What’s the big difference?
heineken court ruling
Appeals court upholds judgment in antitrust case against Heineken

Reader Interactions

Comments

  1. Hector Aguilera says

    September 17, 2018 at 8:40 pm

    I dont get it

    Log in to Reply

Leave a Reply Cancel reply

You must be logged in to post a comment.

Primary Sidebar

Latest News

  • 12 Orlando breweries to gamify their ale trail via Hot Hopz program
  • BeerBoard and Encompass team up, offer a powerful technology platform to manage alcohol programs
  • Cartsyde, PourMyBeer launch mobile self-pour tap system and walk-in cooler
  • Ferment Brewing to digitally print new year-round can lineup

Sign up for our newsletter

unsubscribe from list

Most Popular Today

Recent Features

  • Constellation sells Funky Buddha and Four Corners back to original owners, says see ya to craft sector
    May 31, 2023
  • liquid-riot-teamCheers to 10 Years: Liquid Riot freshens up look for next decade
    May 30, 2023
  • People news: Colorado’s Dry Dock names new head brewer + moves from Wiseacre, Crooked Hammock and more
    May 30, 2023
  • Distribution update: Athletic Brewing brings NA beer to JetBlue + big acquisitions from Markstein and Hensley Beverage
    May 25, 2023
  • Who is ready to order alcohol direct from Diddy?
    May 25, 2023
  • taproom foodTaproom guests want food. How can you best provide it?
    May 24, 2023

Footer

  • Email Newsletter Sign Up
  • About Craft Brewing Business
  • Contact Us
  • Advertise on Craft Brewing Business
  • Media Kit Download
  • Privacy and Terms

© 2023 · CBB Media LLC