UK: Heineken launching tequila-flavoured beer Desperados on draft

Heineken has announced a new Wild Blueberry and Lime flavour of its Bulmers cider and revealed tequila-flavoured beer Desperados will be available on draft for the first time, The Morning Advertiser reported on March 1.

Desperados is the UK’s fourth biggest packaged lager brand and is targeted at a twenty-something audience.

A new ‘schooner-style’ glass is being introduced to support the launch on draught which, at two thirds the size of a pint, aims to help operators to boost their profit margins. The launch is further supported with branded bar runners and a striking illuminated steel font, which helps create strong standout at the bar.

Andrew Turner, category and trade marketing director at Heineken, said: “With the popularity of flavoured beers continuing to rise alongside consumer demand for a more premium drinking experience, we’re delighted to be launching Desperados on draught.

“With this new format, we are aiming to give our customers the opportunity to provide a wider choice to pub-goers, helping customers to grow their profit margins incrementally. The new font looks great and is certainly going to catch the eye of consumers on entering the bar, so we’re confident that this format will further increase the popularity of Desperados and help our customers to boost their profits in the months ahead.”

Turner added that Heineken will refuse to sell the product to licensees who don’t agree to the schooner serve rather than pints in a bid to maintain its responsible retailing credentials.

He added that while it would be “stupid and naïve” for Heineken to rule out buying a smaller UK craft brewer, the company had no current acquisition plans.

02 March, 2016