HISTORY

Curious about our journey?

Here’s a Dos of Trivia on how Dos Equis® became the iconic brand it is today.

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.

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.

Wilhelm Hasse, a German immigrant,
arrives in Mexico and founds the Moctezuma Brewery in Veracruz.

1890
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.

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.

Dos Equis® Lager Especial
is imported to the US.

1983
1983

Dos Equis Lager Especial is imported to the US.

2009

Dos Equis® is declared
“fastest-growing import in the U.S.”

2009

Dos Equis declared
"fastest-growing import in the U.S."

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.

2011
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.

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.

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.

Dos Equis® expanded into Ready to Drink cocktails, launching the brand’s first spirits-based beverage - Dos Equis® Margarita made with Tequila. A take on the #1 U.S cocktail in the On-Premise from the brand you love, to give you a perfectly refreshing tasting mixed cocktail that will excite your taste buds., all at the crack of a can.

2022
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.

2023

As an authentic Mexican beer, Dos Equis® delivers a genuine michelada experience. Our classic Mexican recipe combining flavors of tomato, lime, spice and a hint of salt, with the refreshment of crisp Lager. This is a Mexican Michelada with a flavorful taste and natural flavors.

Dos Equis® begins its Non-Alcoholic beverage journey with Dos Equis® Lime & Salt ZERO. A refreshing flavorful spin on a smooth tasting Mexican brew. Made with a hint of Lime & Salt flavor, Dos Equis® Lime & Salt Zero Non-Alcoholic brings you a Mexican beer experience that feels right in those social moments when you can't or don't want to drink alcohol.

2022

Dos Equis® expanded into Ready to Drink cocktails, launching the brand’s first spirits-based beverage - Dos Equis® Margarita made with Tequila. A take on the #1 U.S cocktail in the On-Premise from the brand you love, to give you a perfectly refreshing tasting mixed cocktail that will excite your taste buds., all at the crack of a can.

2023

As an authentic Mexican beer, Dos Equis® delivers a genuine michelada experience. Our classic Mexican recipe combining flavors of tomato, lime, spice and a hint of salt, with the refreshment of crisp Lager. This is a Mexican Michelada with a flavorful taste and natural flavors.

Dos Equis® begins its Non-Alcoholic beverage journey with Dos Equis® Lime & Salt ZERO. A refreshing flavorful spin on a smooth tasting Mexican brew. Made with a hint of Lime & Salt flavor, Dos Equis® Lime & Salt Zero Non-Alcoholic brings you a Mexican beer experience that feels right in those social moments when you can't or don't want to drink alcohol.

Packaging evolution

Over time, legends evolve.

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