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1500 – Moctezuma, the last leader of the Aztecs, rules the land that is currently known as Mexico. He would come to be the inspiration for the Dos Equis® label design. Moctezuma famously confronted the Spanish conquistador, Hernán Cortés, and Dos Equis® celebrates his boldness.
1890 – Wilhelm Hasse, a German immigrant, arrives in Mexico and founds the Moctezuma Brewery in Veracruz.
1897 – Wilhelm Hasse first brews Siglo XX, the beer we know today as Dos Equis® Ambar. He named the beer Siglo XX to usher in the upcoming 20th century with the Roman numeral “XX” signifying 20, and the Spanish word “Siglo” meaning century.
1983 – Dos Equis® Lager Especial is imported to the US.
2009 – Dos Equis® is declared “fastest-growing import in the U.S.”
2011 – The Moctezuma in the Dos Equis® label design changes direction from left to right. During Moctezuma’s reign, the Aztec Empire was at its peak in wealth, technology, and prosperity. His head now faces right, toward the ever-improving future, to recognize forward progress.
2020 – Dos Equis packaging is refreshed to look as crisp and fresh as the beer inside. Heroing our iconic XXs as the center piece of the design and the angular shapes. Our design focused on premiumization leveraging the gold magnetic X combined with a pop of white.
Dos Equis® begins its innovation journey. Having always been enjoyed “dressed” with a lime and salt, first launching Dos Equis® Lime & Salt in a can. Then in 2021 bringing Lime & Salt Variety-Pack including Pineapple, Cucumber and Watermelon flavors.
2021 – Dos Equis® ventures entering new categories beyond beer including Hard Seltzers with its Ranch Water. Inspired by the classic West Texas refreshments Dos Equis ® Ranch Water is a hard seltzer for those bone-dray summer days. Launching first in Classic Lime flavor and then bringing Ranch Water Variety Pack including Blood Orange, Mango and Spicy Grapefruit flavors.
2022 – Expanded into Ready to Drink cocktails, launching the brands first spirits-based beverage – Dos Equis® Margarita made with Tequila.
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