Dos Equis is owned by Cuauhtémoc Moctezuma Brewery, which is a subsidiary of Heineken.
Introduced: 1897
Industry: Beer
Origin: Monterrey, Mexico
Owner: Cuauhtémoc Moctezuma Brewery
What is Dos Equis?
Dos Equis is a Mexican beer brand, renowned for its rich history and distinctive flavor. Originating from the Cuauhtémoc Moctezuma Brewery in Monterrey, Mexico, it was introduced in the early 20th century. The name ‘Dos Equis’ translates to ‘Two Xs’ in Spanish, symbolizing the brand’s original aim to stand out in the market with its unique brewing process and taste profile.
Famous for its lager and amber variants, Dos Equis enjoys a strong presence in both its home country and internationally, appealing to beer aficionados seeking a taste of Mexican brewing tradition. The brand gained further popularity through its iconic “Most Interesting Man in the World” advertising campaign, which captured the imagination of audiences worldwide with its humorous and charismatic portrayal of an adventurous and cultured gentleman, embodying the spirit of Dos Equis.
As part of the Heineken International portfolio since the early 21st century, Dos Equis continues to expand its reach, blending traditional brewing methods with modern marketing strategies. It stands as a testament to the enduring appeal of quality and character in the beer industry, inviting drinkers to explore a world of flavor and sophistication with every sip.
In the landscape of international beers, Dos Equis distinguishes itself with its rich heritage, memorable marketing, and commitment to quality, making it a cherished brand among those who appreciate the finer aspects of beer culture.
Dos Equis Ownership History
- 1890: Wilhelm Hasse founds Moctezuma Brewery in Veracruz, Mexico, where Dos Equis is first brewed.
- 1897: Dos Equis, originally named “Siglo XX” (Twentieth Century), is first brewed.
- 1985: Integration of Moctezuma brewery into Cuauhtémoc Moctezuma Brewery adds Dos Equis and other brands.
- 1988: Formation of Fomento Económico Mexicano, S.A. de C.V. (FEMSA).
- 1994: FEMSA sells a 22% share to John Labatt Ltd.; collaboration in the U.S.
- 2010: Heineken International acquires FEMSA’s beer activities, including Cuauhtémoc Moctezuma Brewery.
Dos Equis Brands
- Dos Equis Ambar: An amber-style Vienna lager with a distinctive blend of malts and hops, featuring a crisp taste with a light touch of caramel.
- Dos Equis Lager: A golden pilsner-style lager, known for its crisp and refreshing taste.
- Dos Equis Special Lager: A full-bodied lager with a pleasant hoppy aroma and an amber color.
- Dos Equis XX: The strongest offering from Dos Equis, this deep amber-colored lager has a full-bodied taste and pairs well with Mexican cuisine.
Dos Equis Production
Dos Equis is primarily produced in Mexico, with its main brewing plant in Monterrey. There are seven main brewing facilities across Mexico, located in Monterrey, Tecate, Orizaba, Guadalajara, Toluca, and Meoqui, each contributing to the crafting of Dos Equis and maintaining its signature taste and quality.
The History of Dos Equis
Dos Equis has a rich history dating back to 1890. It was founded by German immigrant Wilhelm Hasse, who established the Moctezuma Brewery in Veracruz, Mexico. In 1897, Hasse first brewed what would become Dos Equis, originally named “Siglo XX,” meaning “Twentieth Century” in Spanish. The name was later changed to Dos Equis, which translates to “Two Xs” in Spanish, representing the Roman numeral for 20 (XX).
The Most Interesting Man in the World
Despite facing initial hurdles after its entry into the U.S. market in 1973, Dos Equis managed to carve out a niche for itself, but it wasn’t until the launch of the “Most Interesting Man in the World” advertising campaign in 2006 that the brand truly captured the American public’s imagination. This innovative marketing strategy featured a suave, older gentleman with a rich, deep voice, portrayed by actor Jonathan Goldsmith, who lived an extraordinary life of adventure, sophistication, and charisma, always accompanied by Dos Equis beer. The campaign’s tagline, “Stay thirsty, my friends,” became instantly recognizable, turning the ads into a cultural phenomenon.
The brilliance of the campaign lay in its blend of humor, storytelling, and the art of the understatement, positioning the Most Interesting Man in the World as a mentor figure who, despite his fictional exploits, felt surprisingly relatable. The ads portrayed him as a man who would always choose Dos Equis over any other beer, subtly suggesting that those who drank Dos Equis could aspire to a similarly interesting and adventurous life.
The impact of the campaign on Dos Equis’ brand identity and sales was profound. By 2009, Dos Equis had become the fastest-growing import beer in the U.S., a testament to the campaign’s effectiveness in distinguishing the brand in a crowded market. The Most Interesting Man in the World became more than just a marketing mascot; he evolved into an iconic symbol of worldly wisdom, adventure, and, of course, a taste for fine beer.
This campaign not only revitalized Dos Equis’ presence in the United States but also set a new standard for beer advertising, proving that a well-crafted narrative and a compelling character could elevate a brand to new heights. It solidified Dos Equis’ place in the American beer industry and demonstrated the power of storytelling in creating a lasting brand image.