Dos Equis Engages Consumers with the 'Most Interesting Academy' Summer Program

Dos Equis announced the details of this summer’s Most Interesting Academy program. Originally introduced in summer 2009, the award-winning Most Interesting Academy program provides adult Dos Equis drinkers with compelling offers, exclusive content and unique resources that deliver experiences that complement their unconventional style. Retailers and on-premise operators will cash in with the tools they need to take their summer promotions and register rings to the next level.

The Most Interesting Academy is a fully integrated program that can be leveraged to drive consideration and sales of Dos Equis Lager and Ambar from June through September.

“Dos Equis consumers are thirsty for new experiences and always eager to learn, particularly in the area of unique and multi-cultural cooking. This summer, Dos Equis will inspire our consumers to seek new culinary experiences and live a more interesting life with the return of the Most Interesting Academy Program,” said Paul Smailes, Dos Equis senior brand director, HEINEKEN USA.

Dos Equis Academy Advisors will be on hand in select accounts to invite patrons to learn and experience The Most Interesting Academy via an interactive bar engagement. Patrons are asked to complete a Personal Assessment (via IPad) to determine whether Dos Equis Lager or Dos Equis Ambar best fits their style.  Advisors will offer participants a sample of their preferred Dos Equis liquid (where legal) and they will be officially inducted into the Most Interesting Academy.  Academy Scholars will be encouraged to connect via social networks to share their personal experiences and can continue their participation on-site and online for a chance to be rewarded throughout the promotion.


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