Dos Equis, the fastest-growing import beer brand in the United States, and Cerveza Tecate has rolled out the ‘Cinco Ways to Celebrate’ Cinco de Mayo/spring program, which is designed to inspire adult consumers to celebrate creatively as it helps boost beer sales during April and May.

Taking its lead the Dos Equis “Most Interesting Man” campaign and Tecate’s “Con Character” promotion, Cinco Ways to Celebrate offers consumers five (cinco) fresh party ideas: Musica (dance club), Outdoor Cantina, Mysterioso (costume), Fiesta De Luna (after-party), and The Great Feast (exotic beer-and-food pairings). Each idea comes with inventive party tips, including themed playlist suggestions, easy recipe ideas and a checklist of all the essentials needed to host a memorable event.

“The Cinco Ways to Celebrate program elements provide consumers with instant interactive solutions that will help them provide more interesting and unconventional Cinco entertainment for their friends,” says Dos Equis brand director Paul Smailes. “Through Cinco Ways to Celebrate, we are providing five creative theme ideas to help our consumers host a more interesting and authentic Cinco de Mayo party while at the same time providing our retail and on-premise partners the materials and support to help drive their sales of our Mexican portfolio.”

At retail, POS materials, pole toppers and mass display units featuring eye-catching display enhancers such as a branded fire pit, cooler and wood crates will help create in-store destinations for party-minded shoppers; tear pads and text-in promotion codes will guide customers to recipes and party tips, in addition to providing valuable offers; and relevant IRC and MIR cross-merchandising offers with a range of complementary party foods will encourage consumers to feature the beers at their next occasion.

White Plains, N.Y.-based Heineken USA Inc. is a division of Heineken International BV. Brands imported into the United States by the company include Heineken Lager, Heineken Premium Light, Amstel Light; Newcastle Brown Ale and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, 1 Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico.