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Dos Equis Launches the Most Interesting Show in the World

September 25, 2008

WHITE PLAINS, N.Y., Sept. 25 /PRNewswire/ — Dos Equis today announced the launch of The Most Interesting Show in the World Tour (MISW), an upscale, offbeat variety show and tour inspired by the award-winning The Most Interesting Man in the World campaign. The MISW tour will feature a menagerie of performers from around the world, including aerial performers, Japanese robotic dancers, acrobats, fire jugglers, Russian dancers and French burlesque singers, to create a show experience worthy of its name.

“We’re focused on creating an engaging experience built around the essence of the ad campaign and the relevant passions and interests of our consumers,” said Elizabeth Costa, events and sponsorship director for Dos Equis. “Dos Equis is the most interesting beer on the brand stage and The Most Interesting Show in the World is a natural way to bring to life the intrinsic qualities and allure of The Most Interesting Man in the World.”

The MISW will make its first tour stop on Oct. 8 in San Diego and the show’s dazzling array of performers will travel to 14 cities across the country, including Los Angeles, Chicago and Austin, featuring a unique blend of sexiness, comedy and compelling entertainment. The incomparable Jim Rose, famed emcee of the “The Jim Rose Circus” sideshow and a man well-known for his own eccentricities, will serve as the world’s most interesting variety show host.

The MISW is written and produced by Randy Weiner and New York-based Weiner Entertainment Group. Weiner, creator of “The Donkey Show” and “Beacher’s Madhouse,” is a managing partner of The Box, one of New York City’s hottest performance venues.

The MISW tour will be supported by national and local print, radio, as well as regional in-market promotions.

For more information, please visit http://www.dosequis.com/mostinterestingshow

   TOUR SCHEDULE*   DATE                      CITY                VENUE   Wednesday, October 8      San Diego           Belly Up Tavern   Friday, October 10        Los Angeles         Henry Fonda Theatre   Thursday, October 16      Scottsdale          Martini Ranch   Friday, October 17        Las Vegas           Rok Bar   Saturday, October 18      Las Vegas           Rok Bar   Wednesday, October 22     Austin              Antone's   Thursday, October 23      Houston             Warehouse Live   Friday, October 24        Dallas              Granada Theatre   Saturday, October 25      San Antonio         Scout Bar   Thursday, October 30      Atlanta             The Loft   Friday, October 31        Miami               TBD   Thursday, November 6      Chicago             Cabaret Metro   Saturday, November 8      New York            Mansion   Thursday, November 13     Baltimore           Recher Theatre   Friday, November 14       Atlantic City       Gypsy Bar at the Borgata    *Dates and venues are subject to change     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 Premium 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. Please visit EnjoyHeinekenResponsibly.com.

    For More Information Contact:    Carlos Manzanillo at Rogers & Cowan    310-854-8196 or cmanzanillo@rogersandcowan.com  

Heineken USA

CONTACT: Carlos Manzanillo of Rogers & Cowan, +1-310-854-8196,cmanzanillo@rogersandcowan.com, for Heineken USA

Web site: http://www.enjoyheinekenresponsibly.com/http://www.dosequis.com/mostinterestingshow




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