Dos Equis® Hits the Streets with Launch of Mobile Academy
From Beef Tongue to Barramundi, Dos Equis Takes Over Local Food Trucks to Bring Exotic Cuisines and Performances to Seven U.S. Cities
NEW YORK, Aug. 21, 2012 /PRNewswire/ -- Whether it's alligator tail empanadas in Miami, a jellyfish baguette in Dallas, or grilled kangaroo in Houston, the lunchtime routine just got more interesting. With the recent launch of the Most Interesting Academy, Dos Equis upholds the brand's commitment to encourage fans to stay thirsty through interesting, engaging and adventurous experiences. As part of that effort, Dos Equis is hitting the streets beginning on August 21st, 2012 with the Dos Equis Mobile Academy, a fleet of seven different food trucks with menus as unique as the cities they roll in.
The Dos Equis Mobile Academy is a culinary experience featuring adventurous cuisines from a variety of regions and cultures for fans that are craving something new, or are just bored from eating endless variations of the chicken sandwich. Each Mobile Academy truck will have an individualized menu with a corresponding cultural ritual that truly brings the experience to life. Culinary ambassadors will be present at every Mobile Academy stop to provide extensive background on the culture and regions represented.
The Dos Equis Mobile Academy will be at various locations from 11am to 2pm in the cities listed below. For more information on the Mobile Academy experience and locations, visit MostInterestingAcademy.com or follow Dos Equis via Twitter at @DosEquis.
Chicago, August 21-30
Menu created by DucknRoll (@ducknrolltruck), featuring Miso Braised Beef Tongue Served in Steam Buns, Sea Cucumber and Jellyfish Salad.
Dallas, September 12-22
Menu created by Nammi Truck (@nammitruck), featuring Soy Silkworm, Jellyfish or Crispy Spiced Quail on banh mi baguette rolls.
Houston, September 12-22
Menu created by H-Town StrEATs (@HtownStrEATs), featuring Grilled Kangaroo, Barramundi Fillets and Wontons stuffed with Australian Rock Lobster and Sea Urchin.
Miami, September 12-22
Menu created by Los Chamos (@LosChamosTruck), featuring Cow's Tongue Arepita, Alligator Tail Empanadas and Venezuelan Style Frog Legs.
Phoenix, September 12-22
Menu created by Hey Joe! Food Truck (@HEYJOETRUCK), featuring Python Sisig, Crocodile Lumpia and Camel Siopao.
San Diego, October 3-13
Menu created by MIHO Gastrotruck (@MIHOgastrotruck), featuring Octopus Takoyaki, Prawn Samosa and Wild Hare Paella.
San Francisco, October 3-13
Menu created by Hapa SF (@HapaSF), featuring Duck Egg Itlog na Maalat, Chicken Feet Adidas Atchara and Pig's Head Sisig.
"Connecting our fans with incredible experiences that enrich their lives is what Dos Equis is all about," said Nipa Parekh, Senior Brand Director at Dos Equis. "We've got a great selection of local chefs that we're partnering with across the country, and can't wait to flip the script to bring fans a new take on the traditional food truck experience."
As part of the Most Interesting Academy, Dos Equis will also reward adventure seekers with the chance to bring their most ambitious dreams to life through the "Stay Thirsty Grant" competition*. Whether it's a nationwide tour of the best food trucks in the U.S. or a culinary journey through Europe, Dos Equis will offer applicants the opportunity to realize their dreams. Each grant can have a value of up to $25,000.
To learn how to apply for the Stay Thirsty Grant and stay current with information regarding the Most Interesting Academy go to MostInterestingAcademy.com, "Like" Dos Equis on Facebook (Facebook.com/DosEquis), or follow Dos Equis via Twitter (@DosEquis).
About Heineken® USA
Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. For a safe ride home, download the Heineken USA-sponsored Taxi Magic™ application from your smartphone. Please visit www.EnjoyHeinekenResponsibly.com.
*Stay Thirst Grant Eligibility
All applicants must be legal residents of the fifty United States or the District of Columbia (except California), 21 years of age or older. California residents are not eligible to apply due to legal constraints. Grant applications will NOT be accepted from anyone in any of the following categories: (a) employees, officers, directors of any alcohol beverage licensee or persons with a financial interest in an alcoholic beverage licensee, including but not limited to licensed retailers, wholesalers, distributors, importers or manufacturers of alcoholic beverages; (b) current or former employees, officers or directors of any promotion, marketing, advertising or public relations agency; (c) the immediate families (parents, children, grandparents, siblings, spouse) or members of the same household (whether related or not) of such employees/officers/directors, or (d) any resident of California. Each Stay Thirsty Grant applicant must have full right, power and authority to submit an application (and, if application is accepted, the ability to realize his/her dream as a result of receiving the Grant), such that his her submission of an application will not result in the violations of the rights of any third party.
Bjorn Trowery, (212) 704-4556
Dave Brigandi, (212) 704-8177
SOURCE Dos Equis
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