Dos Equis® Keeps Fans Thirsty With Launch Of Most Interesting Academy

NEW YORK, June 27, 2012 /PRNewswire/ -- As part of its ongoing effort to encourage adventure seekers around the world to stay thirsty, Dos Equis today officially announced the launch of the newest iteration of the Most Interesting Academy. The Academy's mission is to inform, inspire and equip adult fans with the tools and knowledge necessary for leading an extraordinary life. Through an interactive online community at MostInterestingAcademy.com that features unique content created by notable bloggers and artists, and compelling experiences across the U.S., the Academy provides all the elements to keep life interesting. 

As part of the Academy, Dos Equis will also reward fans with the chance to bring their most ambitious dreams to life through the "Stay Thirsty Grant" competition*. Whether it's base jumping in Bangkok, preparing rattlesnake soup for royalty, or traversing the Amazon, the Academy can help make it happen. Dos Equis will offer applicants the opportunity to realize their dreams, while showcasing their ability to share their unique desires and passions through the Academy online community. Each grant can have a value of up to $25,000.

"Connecting Dos Equis fans with some tangible and unique experiences that will enrich their lives is what the Most Interesting Academy is all about", said Paul Smailes, Senior Brand Director at Dos Equis. "We are also thrilled to be giving our most passionate and ambitious fans an opportunity to make their dreams come true with the Stay Thirsty grant. We can't wait to see the applications."

Dos Equis will bring the online Academy experience to life with a wide array of events and happenings throughout 2012, anchored by two large-scale Most Interesting Academy experiences in Austin and New York City. These events will bring like-minded adventurers together, and feature everything from musical performances by top acts to snake charmers and culinary tasting journeys. In addition, Dos Equis will be hitting the road to bring a slew of interesting experiences to fans nationwide, including mobile trucks with unique global cuisine, Tough Mudder® sponsorships, and other engaging experiences. For information about upcoming Academy events in cities across the U.S., go to MostInterestingAcademy.com.

Covering a diverse range of interests and activities, the Most Interesting Academy is supported by the Dos Equis Board of Experts. The Board is spearheaded by former professional football player, world traveler and bow-tie aficionado Dhani Jones, culinary pioneer Craig Thornton and contemporary collage artist Michael Anderson. The trio of Dos Equis Board of Experts will be on hand at all local market events to participate and encourage fans to brush up on all of the unconventional experiences offered.

"It's my passion for adventure that gave me the desire to serve on the Academy Board," said Dhani Jones. "It's my job to make sure that everyone who takes part in the Most Interesting Academy gets out of their comfort zone, experiences new adventures and ultimately, has a cool story to share."

The Most Interesting Academy is part of an ongoing commitment from Dos Equis to encourage fans to stay thirsty through interesting, engaging and adventurous experiences, both in-person and online. To stay current with information regarding the Most Interesting Academy and more, "Like" Dos Equis on Facebook (Facebook.com/DosEquis), or follow Dos Equis via Twitter (Twitter.com/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. 

Contact:

Bjorn Trowery
Edelman for Dos Equis
(212) 704-4556
[email protected]

Tara Carraro
Dos Equis
(914) 681-4153
[email protected]

SOURCE Dos Equis