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.”
I found Dos Equis in the late ’70s at Walt Disney World while taking a break from the crowds and lines in the beach picknic area at the campground, I have alway found it interesting to try beers that I find in my travels and when I saw the Dos Equis Dark in cans in the case at the trading post I had to try it. I found it to have an interesting flavor and to be very refreshing. I was telling my wife about the beer and as she NEVER drinks beer I did not expect her to even consider tasting it therefore I didn’t offer her any. After she saw how much I enjoyed it she asked for just a taste. She took a sip and then another and then yet another larger taste. I had to take my beer away from her and then go get another for myself as the can was nearly empty. I bought two more cans of Dos Equis Dark and my wife drank nearly all of the one I bought for her while I was drinking mine. I ended up finishing the last third of her beer and we couldn’t stop talking about how good and refreshing it was. Our children were very concerned that their mom was going to be drunk after having a beer as they had never seen her drink any beer at all. My wife is still not a beer drinker but when ever we do to dine at our favorite Mexican restaurants she will often ask for a sip or two of my Dos Equis. As my favorite beer was Heineken I am gratified to know that Dos Equis is now a part of the Heineken corporate structure. We now reside in S.E. Virginia and would like to be able to purchase Dos Equis Dark by the case and have yet to find it marketed that way in our area. I will contact the Heineken distributer and see about purchasing by the case from one of their retailers.
I like Dos Equis (amber color) for its very beer taste, not strong but smooth and the way a beer should taste. These are exclusively the reasons why I exclusively buy this beer over any others. I don’t like Heineken or any of the beers (certainly not the American ones), nor do I care to try any new beers. Dos Equis is the only beer I want to drink. It just tastes good. I like it very ice-cold and put ice cubes in the beer mug when I drink it. It takes very good when it’s icy-cold. I don’t know how anyone can possibly stomach beers like Budweiser, or anything similar. Yuck! Give me a beer that tastes like a REAL beer.