Survival Expert Bear Grylls Demonstrates How to Go From the Bush to the Bash for Dos Equis' Most Interesting Academy

Survival Expert Bear Grylls Demonstrates How to Go From the Bush to the Bash for Dos Equis' Most Interesting Academy

Bear Grylls Stars in a Web Series That Demonstrates Urban Survival Techniques for The Academy's 'Survival in the Modern Era' Course

WHITE PLAINS, N.Y., June 15 /PRNewswire/ -- As a distinguished instructor in Dos Equis' Most Interesting Academy, British survival expert and TV star Bear Grylls will appear in a five-part web series that demonstrates urban survival techniques and features Grylls going from bush to bash. As the world's premier institution for the education and dissemination on the study of being interesting, The Academy delivers sage advice on how to live a more interesting life through its online coursework, which features a series of fun and dynamic online challenges, and live satellite events. The webisodes are part of the "Survival in the Modern Era" coursework, which imparts knowledge not just about survival, but how to do it with style. The webisodes launch on June 18 and can be viewed online at www.mostinterestingacademy.com.

The web series feature Grylls demonstrating the skills needed to navigate the treacherous perils of the urban landscape, including tips about fast-paced commuting, personal safety, how to eat in a pinch and making an entrance, all done with a flair that would make The Most Interesting Man in the World proud.

"The course is all about showing some skills needed to survive in an urban environment--Bear style," said Bear Grylls. "We had a blast making these webisodes and it was fun to show some of the alternative skills I was trained in during my time with the Special Forces and how they can save you in a city."

The action-packed web series feature Grylls doing all his own stunts and showcase him escaping from a fire, fighting off attackers, free running off roof tops and climbing through air ducts in an effort to navigate the hazards of the cityscape and make it to a party. Even if you aren't on the guest list, Grylls demonstrates how to make the right entrance into a soiree.

"These webisodes tell an authentic and engaging narrative that really speaks to our consumers," said Kheri Tillman, vice president of marketing, Dos Equis. "Bear Grylls was selected as an instructor at The Academy because he is a highly accomplished expert in his field, is an adventurer with passion for new experiences and provides guidance and insight to Academy scholars in a distinguished way."

On June 18 in New York City, Grylls will also conduct a high octane stunt on a nationally televised television program and perform a unique demonstration at the first Dos Equis Academy satellite event held at the Broad Street Ballroom. The event will bring The Academy to life and provide consumers an in-person, hands-on opportunity to engage The Academy's programming of courses. Four more satellite Academy events will take place in Austin, Atlanta, Chicago and San Diego at unique venues throughout the summer.

Additional Dos Equis Most Interesting Academy courses include "Circumnavigating the Globe," "The Art of the Bluff," "Command of the Animal Kingdom," "Culinary Explorations," "The Eclectic Arts" and "Rites of Passage." Scholars that navigate all seven courses and complete the "Final Inquisition" will be eligible for a prestigious Academy Apprenticeship, where they will receive one-on-one instruction from The Academy's distinguished instructors and serve as brand ambassadors at select Dos Equis events.

For more information visit www.mostinterestingacademy.com.

Bear Grylls Top 10 Urban Survival Tips:
1. Think smart
2. Be inventive
3. Act fast
4. Develop your other senses
5. Avoid conflict
6. Don't follow the masses!
7. Keep your mind, body and spirit fit
8. Go the extra mile
9. Make time to play and have fun!
10. Trust your instinct. It is the nose of the mind.

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.

About Bear Grylls

Bear is a man who has always loved adventure. After breaking his back in three places in a parachuting accident, he fought his way to recovery, and two years later entered the Guinness Book of Records as one of the youngest climbers to scale Everest, aged only 23. He has since led ground-breaking expeditions across the world and raised millions of dollars for children's charities. He served with the British Special Forces as part of the SAS, climbed the Himalayan peak Ama Dablam, that Sir Edmund Hillary deemed 'unclimbable', he soared over Everest in a powered paraglider and of course Bear hosts the worldwide TV phenomenon that is 'Man Vs Wild'.

For More Information Contact:
Heather Krug at Rogers & Cowan Carlos Manzanillo at Rogers & Cowan
310-854-8156 or 310-854-8196 or
hkrug@rogersandcowan.comcmanzanillo@rogersandcowan.com

Source: Heineken USA

CONTACT: Heather Krug, +1-310-854-8156, hkrug@rogersandcowan.com, or
Carlos Manzanillo, +1-310-854-8196, cmanzanillo@rogersandcowan.com, both of
Rogers & Cowan, for Heineken USA

Web Site: http://www.enjoyheinekenresponsibly.com/
http://www.mostinterestingacademy.com/

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