October 2012
Beverage Media
131
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and unique content, and retailers will
have the tools to increase store traf-
fic and sales of Dos Equis throughout
the entire month.
Halloween has become one of the
most celebrated holidays among adult
consumers, with spending on Hal-
loween related items increasing from
$5.8B in 2010 to $6.86B in 2011. It is
estimated that more than half (59%)
of young adults (21-24) will attend or
host a Halloween party.
To encourage incremental display
activity and help generate consumer
excitement, Dos Equis is providing
retailers with Masquerade-themed
display items and POS. Special
SnapTag codes printed on POS items
invite shoppers, through smartphone
technology, to snap the code for the
chance to win uniquely Dos Equis
prizes. Cross-merchandising IRC and
MIR offers will be available on the
purchase of Dos Equis and Hallow-
een-related items (where legal) to
encourage out-of-section displays and
increase retailer’s basket rings.
On-premise, Dos Equis Masquer-
ade-themed POS including posters,
pennants, coasters and table tents
containing the program’s SnapTag
code, will be available to accounts to
help them prepare for their Halloween
celebrations. In select accounts, Dos
Equis ambassadors will be on hand to
engage patrons in “Masquerade,” and
invite them to snap the code for the
chance to win prizes.
Trio of Long Trail’s Fall
Seasonals Come to New York
Oak Beverages of Blauvelt, NY, a lead-
ing New York Metro area wholesale
beer and beverage distributor and part
of Boening Bros. group, announced
that it is ushering in the upcoming fall
season with autumnal seasonal brews
from Long Trail Brewing Company
(
Bridgewater Corners,
VT). Included among
these beers are: Long
Trail Pumpkin Ale,
Imperial Pumpkin
and Harvest
Long Trail Pump-
kin Ale is a slightly
sweet seasonal beer
creatively brewed with
pumpkins and spices. It
is available in six-packs
of 12 oz. bottles and has a 5.5% ABV.
Imperial Pumpkin is an English
Strong Ale featuring pumpkin, cin-
namon, ginger, nutmeg and cloves
with increased malts and a touch of
bitterness for balance. It has an 8%
ABV is being sold in 22 oz. bottles,
five-gallon “logs” and 50L kegs.
Harvest is a Brown Ale featuring
malts of 2-Row, Wheat and Amber
and hops of Nugget and Mt. Hood.
It has an ABV of 3.6% and is being
provided in six-packs and 12-packs
of 12 oz. bottles, five-gallon “logs”
and 50L kegs.
Founders Brewing Co.
Introduces Stout Season
Michigan-based Founders Brewing
Co. is going bold as the temperatures
go cold, with the arrival of this year’s
Breakfast Stout, available on tap and
in bottles across the 23-state Found-
ers footprint.
Breakfast Stout is brewed
with an abundance of oats,
bitter and imported choco-
lates, and Kona and Sumatra
coffee, making it the perfect
beer to enjoy during cooler
weather. It will be available
through February 28, 2013,
with SRP of $9.99 for a
four-pack of 12 oz. bottles.
