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Dos Equis launches Dos-A-Rita in time for Cinco de Mayo 2014

St. Patrick’s Day and the Friday after Thanksgiving are two hectic days for bar business for thirsty Americans, but only one day Cinco de Mayo, captures a truly international flare for one celebrated day of letting your hair down and having a few drinks with your friends.

Dos Equis Dos-A-Rita
Dos Equis Dos-A-Rita
Edelman

Cinco de Mayo honors the Mexican army’s 1862 victory over France at the Battle of Puebla during the Franco-Mexican War. While Cinco de Mayo is a relatively minor holiday in Mexico, in the United States the day has evolved into a celebration of Mexican culture and heritage; traditions include parades, mariachi music performances and street festivals in cities and towns across Mexico and the United States.

For the second straight year, Cinco de Mayo falls on a Monday, a day not fit for the occasion. To save the time-honored celebration, which is Cinco de Mayo - Dos Equis returns with their "Dos de Mayo" campaign which kicks off Friday, May 2nd to help fans everywhere ignite their fiestas all weekend long.

Dos Equis is launching Dos-A-Rita®, a ready-to-serve lager margarita made with 100 percent real Agave nectar and lager beer. Inspired years ago by bars in San Antonio, the same recipe that created a local legend will now be available outside of Texas for the first time from Dos Equis. Dos-A-Rita will be available in select regions at retailers starting this month.

Throughout April, the "Most Interesting Man in the World" television & radio spots will feature the iconic character giving a nod to the Dos de Mayo season with his proclamation: "Don't rush into Cinco. Start with Dos."

Check out the new video here: https://www.youtube.com/watch?v=qU027Nob0_Q

Dos Equis is also giving its traditional Lager and Ambar bottles a makeover with limited-edition label designs inspired by its Mexican heritage. The new Cinco de Mayo designed labels will be available nationwide wherever Dos Equis is sold.

"Dos de Mayo is back, and with Cinco de Mayo falling on a Monday, we're bringing the party to our fans all weekend long," said Gwendolyn Boyce, Brand Director for Dos Equis. "Whether it's with Dos-A-Rita, the new spot, or our contest with Rolling Stone, we're putting our own twist on Cinco."

Dos Equis is partnering with Rolling Stone® magazine to kick off festivities at the official Rolling Stone Dos de Mayo party in Los Angeles. Starting now through April 13th, fans 21 and older can visit RollingStone.com/DosdeMayo to enter for a chance to win an all-expense paid trip to Los Angeles where they'll celebrate Dos de Mayo with a performance by top musical talent compliments of Dos Equis.

Fans in select cities also have the chance to celebrate with Dos Equis and Thrillist® at regional launch celebrations on Dos de Mayo. For a list of participating cities, please visit Dosequis.com/DosdeMayo.

The Lager Margarita is 7.2% ABV and will be available in 8 oz and 24 oz cans in packs of 12.