Red XX in center of black text over yellow background.

A play on the phrase, sex appeal, meaning what makes someone attractive, XX appeal is marketing to the effect that Dos Equis beer drinkers are more appealing. The first Dos Equis beer was brewed under a different name in 1897. Wilhelm Hasse, a German immigrant who had moved to Mexico, started the Moctezuma Brewery seven years prior. Although the Dos Equis beer, “Siglo XX,” had been around since the 1890's, the company's brews weren't imported into the U.S. until 1983. Nearly two and a half decades later, Dos Equis beer was declared the fastest-growing import in the United States. While some of Dos Equis advertising might seem uninspired during Dos Equis’ early years in the U.S., they’d later go on to introduce, “The Most Interesting Man in the World,” in a 2006 commercial, which was a successful advertising campaign that would gain much attention and last for twelve years.

Red text on white background.

Chihuahua Beer was a lager produced by Cuauhtémoc Moctezuma Brewery in Mexico. It is no longer in production.

"Ahhh, Chihuahua!" may be using a play on words with the traditional Mexican phrase, “Ay, Chihuahua!” This saying is used as an expression of shock or amazement, or even to convey annoyance or resignation. A similar phrase in English would be “yikes.” The phrase originated from a longer rhyme used in the 1800s, “Ay Chihuahua, cuantos Apaches, cuantos Indios sin huaraches!” meaning, “Yikes! How many Apache Indians are there without sandals!” This was a reference to the fact that Apaches wore deerskin moccasins that went up to the calf, instead of the traditional sandals worn by Mexicans.

Red text over photograph of beer can, salt, and lime on white background. Border is green, white, and red alternating. There is a flashing red light that is activated when the metal pin is connected.

Red text over yellow bottle of beer on blue background. When turned, a yellow lizard in shorts surfing on blue background.

This design uses lenticular printing to convey two images for Sol beer. The name of the beer was inspired by the reflection of sunshine on the first pot of beer. Because of this, Sol's marketing style references the sun, the beach, and relaxation. Lenticular printing, or 3D imaging, is a technique that uses specific technology to create an illusion of depth.This 3D format makes for a unique and fun marketing tactic.

Illustration of gold and blue dolphin on blue waves under yellow, red, and pink sunshine with red text.

Sol is a beer created in Mexico in 1899. Now a subsidiary of Heineken, this light lager is enjoyed throughout the world. Sol is marketed to the younger, working class and often has suggestive advertising. The name of the beer is inspired by the reflection of sunshine on the first pot of beer. The artistic design with bright colors was popular during a campaign the 1980's.

Silver logo with gold text on black background.

Simpatico is a golden-colored lager bottled in Cervecería Cuauhtémoc Moctezuma, Mexico. When it was first imported into the United States in 1987, it was the fastest-growing imported beer in its first year in American history. However, production was temporarily discontinued in the mid-90's. In the summer of 2010, the signature black bottle returned to shelves in the United States.

Red text with white outline underneath photograph of man on horse in front of a town. Above is white text and below is blue, all on red background.

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Blue text on white background.

Brisa beer, created in Mexico in 1979, was the first low-calorie beer in the country. Along with this innovation in the beer industry, it was also among the earliest beers to be canned in aluminum (which is typically the material used today). While these are points that Brisa beer had in its favor, its ultimate downfall would be in what arguably matters most to sales: marketing. Advertisements focused on the light and breezy aspect of the beer to convey that it was low-calorie, ignoring their primary target audience of the time and presenting what many considered an effeminate image that turned viewers against them. Despite efforts, Brisa did not do well enough to keep brewing beer, but there are still many memorabilia items for Brisa available, even if the beer is not.

Red block letters over black text on yellow background.

Sol is a light lager beer that was created in Mexico in 1899. Today, as a subsidiary of Heineken, the lager is enjoyed throughout the world. Sol is marketed to the younger, working class and are known to feature suggestive and artistic advertising. The name of the beer, sun in Spanish, is inspired by the reflection of sunshine on the first pot of beer.

Red, black, and white logos. Black text over green, white, and red background.