Have to give Dos Equis props for quick and personal communication. I received the email below in response to the events at The Most Interesting Academy event. Time will tell if the apology and whatever they are planning to make it up to Austin will be enough.

Here’s the email in it’s entirety. The Examiner post she’s referring to is here.  So I ask you, what could they do to atone? Is their reputation already tarnished beyond repair or not?

Dear Tyler:

I am the Corporate Communications Director for Heineken USA and I read your Examiner.com piece on the Dos Equis event near Austin, TX last evening.  We are taking this matter seriously and I wanted to share the note below  from Kheri Tillman, the VP of Dos Equis for Heineken USA  with you and your readers.

Sincerely,

Tara Carraro
Senior Director, Corporate Communications
Heineken USA

We want to sincerely apologize for the experience you had at the Dos Equis event last evening in Austin, TX.  We did not expect the response to our invitation would reach this magnitude and we did not properly handle the number of people who arrived at the event.

Clearly this event did not meet your expectations or ours and for that we are genuinely sorry.   This is not how we wish to treat our loyal consumers and we only hope that you will let us try to make it up to you.

We are working on plans to try and make this right and will be back in touch with you before the weekend with more details.  We appreciate you taking the time to let us know how you feel and are working hard to put plans in place with the companies that managed this event for us to ensure this never happens again in Austin or any other city.

Sincerely,

Kheri Tillman
Vice President, Dos Equis
Heineken USA