The Most Interesting Man in the World Delivers Results
So I’m reading the latest issue of Beverage Industry magazine (March 2010) and they’re talking about beer, so I’m all ears. Or eyes, as it were, since I’m reading it, but you know what I’m saying.
Anyway, they mention the Dos Equis spokesperson – the Most Interesting Man in the World. You know who I’m talking about – the guy in those commercials you can’t get enough of who says “I don’t always drink beer, but when I do I prefer Dos Equis” like this:
So anyway, I mention beer and the Most Interesting Man in the World because I’ve wondered, as I’m sure most of you have, how exactly this ad campaign has done for Dos Equis. And sure enough, there in print in Beverage Industry magazine, is validation – in 2009 sales of Dos Equis XX Lager Especial went up 27 percent in the U.S. This makes it the number 8 imported beer in the U.S. in 2009 with sales of over $80 million. It wasn’t on the top 10 imported beer list at all in 2008.
The story even mentions, though somewhat opinionated, that Dos Equis could have the most recognizable advertising campaign in the beer industry right now. If you think about it can you think of another beer campaign right now that’s better? I can’t.
In what was a down year for a lot of products in 2009, Dos Equis expanded their U.S distribution, ramped up marketing and made gains as a company. Hats off to you Dos Equis, way to “Stay thirsty, my friend.”
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