Dos Equis is giving away up to 1 million free beers

The brewery has announced it will give away up to one million beers to fans across the country, but the exact number will be decided by the teams.

As part of the “Go For Dos” campaign, Dos Equis gives away free beer when a sufficient number of Division 1 college football teams attempt a two-point conversion after a touchdown.

Last year, during the regular season, Division 1 teams attempted a two-point conversion 392 times. Dos Equis hopes to surpass that number this year. The brewery says it will unlock 50,000 free beers each week if Division 1 teams attempt a two-point conversion more than 28 times in total. Should the league surpass last season’s 392, Dos Equis will release another 500,000 free beers, it says.

Thirsty followers can check Dos Equis’ Instagram or Facebook page every Monday to see if enough two-point conversions have been attempted—and also get instructions on how to get their free beer.

“Dos Equis celebrates the relatively rare – but always exciting – two-point conversion and the daring risk that comes with it. We want to inspire fans to celebrate and embrace courageous moments,” said Jonnie Cahill, marketing director at Heineken USA, which imports Dos Equis.

It’s the kind of ad you’d expect to see during college football season, but for Dos Equis, the timing couldn’t be more crucial. Earlier this year, sales of imported beer surpassed those of domestic premium beer for the first time. Budweiser is still struggling after the boycott that followed its association with a transgender influencer.

Bud Light, which once topped the sales charts, has slipped to the third best-selling beer spot, while Michelob Ultra overtook it to take second place. Modelo Especial, which overtook Bud Light when the boycotts began, remains the best-selling beer in the US.

All of this represents an opportunity for Dos Equis to increase its market share among an audience that has long shown its love for hops and grains.