Marketing is the key to any successful business. Ad campaigns & characters can sometimes overshadow the products they’re supposed to promote.
In the mid-2000s, Dos Equis ads featuring “the most interesting man in the world” became a hit, sparking internet memes, SNL skits, and increased sales.
Since then, the beer brand hasn’t been as popular. In 2018, Dos Equis sales were down 5%, & in 2019, they were down 3%.
Heineken’s 125-year-old Mexican beer brand saw its U.S. business drop 40% after COVID-19 went into full effect in the spring of 2020.
Here’s what the article states –
“Over the past two years, its sales appear to be more of a mixed bag. According to the Beverage Marketing Corporation (BMC), Dos Equis enjoyed modest volume growth last year for the first time since 2016. More specifically, overall sales increased by 21% and sales of the flagship Dos Equis beer increased by 16% in 2021. That being said, sales in 2022 have reportedly been negative.
In a bid to renew its relevance as an alcohol brand, the company has been introducing new and innovative alcoholic beverages that go beyond the hops.
Last year saw Dos Equis’ brand offerings double in size with the addition of multiple new products.”
Read the full story here.
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