WITH THE HELP OF THE MOST INTERESTING MAN IN THE WORLD DOS EQUIS BECOMES THE FIRST BEER BRAND GLOBALLY TO REACH 1 MILLION ‘LIKES’ ON FACEBOOK

New York, N.Y. – Jan. 31, 2011 – Dos Equis, the fastest growing premium Mexican beer in the U.S., and perennial favorite of the Most Interesting Man in the World, celebrates a crowning achievement – Becoming the first beer brand globally to reach the coveted milestone of 1 Million ‘Likes’ on Facebook.

“We are absolutely thrilled and honored,” said Paul Smailes, Senior Brand Director for Dos Equis, Heineken USA. “Consumers continue to show their enthusiasm and passion for the brand unlike anything we could have imagined.”

The brand has experienced incredible growth in the social media space over the past 16 months, particularly on Facebook, where Dos Equis added over 800,000 fans in 2010 alone. Even though Dos Equis is sold in a number of other countries including Mexico, Australia, and Canada, 95% of the Facebook fans are US residents.

Providing rewarding content that builds on the brand’s iconic and award winning Most Interesting Man in the World campaign has been a critical component of the success. “Our goal was to provide an interactive environment for the brand to engage with our loyal enthusiasts, and provide them an opportunity to share their own passion for the brand with others.” continued Smailes.

The Dos Equis fans are incredibly active, generating between 100 and 1000 wall posts per day most of which are linked directly to the Most Interesting Man in the World campaign.

Smailes concluded, “We are very thankful for the response from our loyal fans, and very impressed with their creativity, and their unified approach of self-policing and discouraging off topic messaging. They have been great brand guardians and we hope to continue rewarding them with rich and interesting content in the future.”

Euro RSCG New York, Momentum Media Solutions and Facebook have been critical partners in this accomplishment to which the Dos Equis brand team are very thankful.