Take a journey through history and see how Dos Equis came to be the iconic beer it is today.
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.
Beginning
French Era
Baillères
Launch Dos Equis Lager USA
Re-launch USA
Re-launch USA
Cuauhtémoc – Moctezuma Era
Heineken Era
Today's design
Embellish your stories wildly. And enjoy Dos Equis responsibly.
For more information and the latest responsibility campaigns, visit HeinekenUSA.com.
