But Heineken also has a marketing budget for its namesake brand, as well as its other brands including Amstel and Dos Equis.

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One industry wag jokes that Durheimer reminds him of the Most Interesting Man in the World character in the Dos Equis beer ads.

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Femsa, which makes Sol, Dos Equis and Tecate beer, has "too many standard brands and not enough differences in their product offering, " said Rijk.

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Among that group is Formento Economic Mexicano, the parent company of FEMSA which makes such noteworthy cervezas as Sol, Dos Equis, Bohemia and Tecate.

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