Massachusetts Beverage Business


Dos Equis is running a promotion – “The Most Interesting Academy”– the world’s premier institution for the education and dissemination on the study of being interesting.  Boasting “The Most Interesting Man in the World” as its most famous alumnus The Academy delivers advice on how to live a more interesting life through its online coursework which features a series of online challenges and live satellite events. The Academy, which features instructors such as renowned adventurer and British survival expert Bear Grylls and “Offshore Adventures’” globe-trotting explorer Chris Fischer, will elevate the edification of interesting culture through online courses, webisodes and in-person demonstrations about their fields of expertise. Scholars can expand their real world skills through exploration of seven Academy courses, including: Circumnavigating the Globe, The Art of the Bluff, Command of the Animal Kingdom, Culinary Explorations, Survival in the Modern Era, The Eclectic Arts, and Rites of Passage. The courses will be rolled out in 2 to 3 week increments throughout the summer. Consumers can sign-up online at or where each course will provide specific lessons that will help enrich their daily lives, or at least impress their friends. Participants that navigate all seven courses and complete the Final Inquisition will be eligible for an Academy Apprenticeship, where they will receive one-on-one instruction from The Academy’s instructors and serve as brand ambassadors at select Dos Equis events. Along with the online courses, Dos Equis will hold six satellite Academy events in various markets that will provide consumers an in-person opportunity to engage The Academy’s programming of courses. The Academy effort will be supported by a full 360 degree campaign with national TV ads, promotions, on- and off-premise activation, PR and digital initiatives, as well as thematic promotional packaging at retail.

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