Dos Equis Gets Onboard With ESPN2'S 'Offshore Adventures'

Dos Equis Gets Onboard With ESPN2'S 'Offshore Adventures'

Dos Equis to Provide Sponsorship, Sendoff as Emmy Award-Winning Fishing Show Casts off for Seven-Year Journey

WHITE PLAINS, N.Y., May 12 /PRNewswire/ -- Dos Equis today announced that it would serve as a promotional sponsor for the popular "Offshore Adventures" television series on ESPN2. The series, which has been broadcast since 2001, is an ocean-oriented, documentary-style travel chronicle of a team of adventurous people exploring the world offshore. Hosted by boat owners Chris and Melissa Fischer, and featuring Mothership Ocean Captain Brett McBride and gourmet chef David Olson, the team journeys to exotic destinations, fishing, free-diving and exploring the cities, towns, villages, and countryside of the areas they visit. The upcoming season will also focus on applying and teaching sustainable fishing practices and overall sea-life conservation.

Dos Equis' involvement in the show will entail an extensive promotional relationship plus brand sponsorship of an in-show feature called "Dos Equis' Life at Sea," which will take a behind-the-scenes look at the voyages, focusing on the most interesting and adventurous events that take place. Dos Equis will also be highlighted in the "Gourmet Galley," a regular segment that features a gourmet chef preparing the ship's fresh catch of the day. Dos Equis will be paired with certain dishes where appropriate.

Dos Equis will host a Bon Voyage party for the crew of the mothership Ocean as they depart for filming of the fourteenth season. The party will be held on May 16th in Miami Beach, just days before the crews sets sail, not returning to U.S. soil for seven years.

"This relationship between Offshore Adventures and Dos Equis makes sense because we have perfect brand alignment," said Nick Seifert, president, Fischer Productions, the show's producer. "Both Offshore Adventures and Dos Equis are interesting, adventurous, premium and individual, and take our respective commitments to responsibility seriously.

"Dos Equis is proud to be involved with a program that is exciting and adventurous as well as environmentally responsible," said Kheri Holland Tillman, vice president of marketing for Dos Equis. "Dos Equis prides itself on providing our consumers with interesting and unique experiences, and our affiliation with Offshore Adventures is a natural fit with the Brand."

Offshore Adventures has established itself as one the most popular outdoor series of all time. Aboard one of the world's only mothership operations, the series will embark on the most ambitious undertaking in outdoor television: a seven-year global oceanic expedition to discover the most fertile fisheries on earth.

Besides sport fishing, Offshore Adventures will focus on scientific/conservation/education missions, including: assessing the state of the world's oceans by collecting baseline catch-rate data; developing and presenting education curriculum on sustainable fisheries management to native populations around the world with the assistance of Young President's Organization leadership, The Billfish Foundation and other conservation organizations; and implementing strategies to maintain and continue proper fishing practices/education. In addition, the show will seek to develop test-area 'cooperatives,' in which local fishing fleets will receive funding, training, vessels and other support to develop self-reliant and profitable commercial fishing and sport-fishing businesses using sustainable harvest practices.

The new season of Offshore Adventures is set to debut on ESPN2 in January 2009.

About Heineken USA

Heineken USA, 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; and Buckler non-alcoholic brew. Heineken USA is the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. For more information on the company, please visit http://www.heinekenusa.com/. Heineken USA also maintains a firm commitment to promote and encourage the responsible consumption of its products. Additional information on the company's responsibility programs can be found at http://www.enjoyheinekenresponsibly.com/.

About Offshore Adventures

"Offshore Adventures presented by Red Lobster" is an ocean-oriented, documentary-style chronicle of a team of adventurous young people exploring the world aboard a 126-foot decommissioned Bering Sea crabber -- the mothership Ocean -- which piggybacks a 45-foot sportfishing boat, a 28-foot Triton center console, a 23-foot Dorado, a 22-foot Mercury RIB and various other vessels and toys. Hosted by boat owners Chris and Melissa Fischer, and featuring Captain Brett McBride and gourmet chef David Olson, the team journeys to exotic destinations and locales, fishing, free-diving, spear-fishing, and exploring the cities, towns, villages, and countrysides of the areas they visit.

For More Information Contact:
Scott Houston at Rogers & Cowan Tamara Moore at Heineken USA
310-854-8196 or (914) 681-4153
shouston@rogersandcowan.com or tmoore@heinekenusa.com

First Call Analyst:
FCMN Contact:

Source: Heineken USA

CONTACT: Scott Houston of Rogers & Cowan, +1-310-854-8196,
shouston@rogersandcowan.com, for Heineken USA; or Tamara Moore of Heineken
USA, +1-914-681-4153, tmoore@heinekenusa.com

Web site:

http://www.enjoyheinekenresponsibly.com/
http://www.heinekenusa.com/

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