The Interesting History of Dos XX Beer
When most people think about beer, they may think about Germany and Oktoberfest. They may think about Guinness from Ireland. Most probably do not think about beer from Mexico. Thanks to “The Most Interesting Man in the World” advertisements, more people are curious about this beer. Below you will find a history of Dos XX (Equis) Beer.
Master brewer Wilhelm Haase who was originally from Germany created Dos Equis lager in 1897 after he immigrated to Mexico. His approach was to combine his love for his homeland with the new and wonderful tastes and traditions of his new home. Originally, Haase named the brew “Siglo XX” which means “Twentieth Century.” The name Dos Equis comes from the Roman numeral for twenty, which is XX, or two Xs. Dos Equis XX Amber has been available in the United States since 1973 when it was first imported from Mexico.
Produced and bottled by Cuahhtemoc Moctezuma Brewery, which is based in Monterrey, Nuevo Leon, Mexico, Dos Equis has become one of the most well known beers produced in Mexico. The Dutch brewing company Heineken International purchased the brewery which produces Dos Equis in 2010.
Even though Dos Equis XX Amber has been available in the US for nearly 40 years, it was not always the sensation it is today. The notoriety surrounding this beer today is directly attributed to a marketing campaign that began in 2006. “The Most Interesting Man in the World” advertising began in earnest in 2009 and the results were remarkable.
Who came up with this advertising campaign and how did they come up with it? The marketing firm was Euro RSCG. Their website listed their challenges as being:
- Determine a way to present the Dos Equis brand to create awareness,
- Decide how to present the beer in a way to pique curiosity enough to make people purchase the beer, and
- Come up with a plan to present the beverage that went beyond the image most people had of Mexican culture.
Their marketing research indicated that people who drank beer were tired of being seen as “average,” rather they wanted to be thought of someone extraordinary. Their approach was to create a personality who was not going to be seen as competition who has lived a full life with experiences those drinking Dos Equis may want to emulate. Finally, the idea shared in the campaign, and by the Most Interesting Man in the World, is that ”life should be lived interestingly.”
If you have yet to see a Dos Equis XX Lager advertisement, you don’t know what you have been missing. The ads feature actor Jonathan Goldsmith as a 70ish man who has traveled the world and who has performed amazing and unbelievable feats during his lifetime. These advertisements have statements like “The police often question him, just because they find him interesting” and “Sharks have a week dedicated to him.” Remember the sign-off for the ads, “Stay thirsty, my friends.”