Adult Beverages

Score More Sales with Dos Equis This College Football Season

Photograph courtesy of Dos Equis

Consumers are more than ready to celebrate their favorite fall traditions, including watching college football on TV with the right refreshments. The upcoming season promises to be especially gratifying for fans who have been coping with the challenges of the pandemic and are seeking to rally around their teams. 

Dos Equis has drafted the winning game plan for retailers to help their customers get the most out of this year’s college football match-ups. For many sports fans, tailgating is the best part of college football Saturdays—maybe even one of the best parts of fall, period. With or without football, though, this season consumers can enjoy the experience of tailgating anytime with Dos Equis. The brand is launching a comprehensive, season-long sweepstakes that will allow consumers to “Tailgate Anything,” offering them the chance to win weekly tailgating themed prizes. One lucky fan will win the grand-prize, an ultimate, larger-than-life tailgate tow trailer decked out with all tailgating essentials including a grill attachment, cooler, 50-in LED HDTV, home theater speakers and more. The Dos Equis campaign has everything retailers need to drive excitement among fans and generate higher rings at the register.

In addition to the grand-prize tailgate trailer, other weekly sweepstakes prizes include tailgating essentials such as a single-use grill, a stainless steel gift set, a pop-up backyard bar, a table-and-chairs set, and the infamous Dos Equis Seis-Foot Cooler—a six-foot cooler designed for social distancing. Consumers simply snap a photo of themselves with their Dos Equis and upload to the Dos Equis microsite,, for the chance to win prizes every week during the College Football season.   

Dos Equis is the perfect partner to help retailers capitalize on the consumer enthusiasm for college football. Nearly two-thirds of Dos Equis drinkers—64%—are fans of college sports, according to Simmons research, and consumer interest in Mexican imported beers has been increasing. Research from Nielsen showed 9% growth last year in off-premise sales for Mexican imports in 2019. What’s more, sales of Dos Equis® Lager cans are growing—up 4% in off-premises channels in a recent 52-week period, according to Numerator Insights.

Retailers will also enjoy robust support for the sweepstakes from Dos Equis across all channels throughout of home, radio, digital and social media. Additional college football-themed point-of-sale merchandise, such as t-shirts, caps, koozies and other paraphernalia will help drive impulse buying.

Now more than ever, college football has the power to rally shoppers around the emotional connections they have with their teams. These fans are eager to leave their other concerns behind for a few hours each week and celebrate one of America’s classic fall traditions.

Televised college football games attract millions of viewers each year. Last season, about 1.84 million fans tuned in for each game, according to the National Football Foundation. The group estimated that TV broadcasts of college football games reached 145 million unique fans—nearly half the population of the U.S.

“College football has proven from its earliest days that it has a unique ability to unite people, and in an increasingly fragmented world college football remains one of the most powerful platforms for reaching a mass audience in real time,” said NFF President and CEO Steve Hatchell. 

Team up with Dos Equis and enjoy a winning season with grocery shoppers this year. Visit to learn more.

This post is sponsored by Dos Equis