"Dos Equis is celebrating the relatively rare-but always exhilarating-two-point conversion, and the daring risk taking it represents. We want to inspire fans to celebrate and embrace moments of boldness," said Jonnie Cahill, chief marketing officer for Heineken USA, which imports Dos Equis.
Dos Equis is hoping to see that topped this year. So every week, the brewer says, it will unlock 50,000 free beers when, collectively, Division 1 teams attempt a two-point conversion more than 28 times.
Earlier this year, sales of import beer topped domestic premium beer for the first time ever. Budweiser is still struggling after the boycott that followed its association with a transgender influencer.
Should the league top the 392 number from last season, Dos Equis will release another 500,000 free beers, it says.
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