1500
Moctezuma, the last leader of the Aztecs, rules
the land that is currently known as Mexico. He
would come to be the inspiration of 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 declared
“fastest-growing import in the U.S.”
2011
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.
2016
Dos Equis packaging is refreshed to look as
crisp and fresh as the beer inside. In addition to
making the label lighter in color, we brought in
elements of the Centenario, a Mexican coin, first
minted in 1921 to commemorate the 100th
anniversary of Mexico’s independence from
Spain. Gold is also part of Mexico’s strong
heritage. Its riches, art, golden sunlight and the
circle symbolize both life and the sun.
PACKAGING EVOLUTION
Over time, legends evolve.
PLEASE ENJOY
DOS EQUIS RESPONSIBLY
No matter what this year throws at you,
enjoy Dos Equis responsibly.
For more information and the latest
responsibility campaigns,
visit HeinekenUSA.com.
