Take a journey through history and see how Dos Equis
came to be the iconic beer it is today.
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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.
Wilhelm Hasse, a German immigrant,
arrives in Mexico and founds the
Moctezuma Brewery in Veracruz.
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.
Dos Equis Lager Especial
is imported to the US.
Dos Equis declared
“fastest-growing import in the U.S.”
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.
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.
Over time, legends evolve.
DOS EQUIS RESPONSIBLY
No matter what this year throws at you,
enjoy Dos Equis responsibly.
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