Heineken Jumps On Margarita Bandwagon With The Dos-A-Rita

Summer is coming (eventually), and that means before you know it, it'll be time to kick back with some light summer beers and margaritas. Why not have both with Heineken-marketed Dos Equis' new Dos-A-Rita, a lager margarita that blends regular Dos Equis lager with margarita and agave flavoring.  The Dos-A-Rita isn't the only margarita/beer blend out there. Bud Light just announced the release of their Bud Light Lime-A-Rita, and Straw-Ber-Rita.

So what's behind this new product? According to Fast Company, Heineken is looking to grab the attention of Generation Y in an era where the company is starting to dwindle in popularity, especially with the younger set. Another product the brewery is offering is Dos Equis Azul, which is a beer brewed with spice, blue agave, and nectar. 

"One of the things about millennial consumers," Monique Acevedo, vice president of innovation at Heineken told Fast Company, "is that they are looking for more types of tastes and different types of flavors."

Joanna Fantozzi is an Associate Editor with The Daily Meal. Follow her on Twitter @JoannaFantozzi