E-Malt.com News article: UK: Heineken offers new variant of its tequila-flavoured Desperados beer

Heineken has launched a new variant of its tequila-flavoured beer, Desperados, aimed at drawing in younger, late-night drinkers, The Morning Advertiser reported.

The new variant, Desperados ‘Dos’, is flavoured with light and dark Tequila and has a higher ABV of 7% and reduced carbonation.

It will be available across the on-trade in 250ml bottles – a smaller serve than its predecessor.

Heineken premium brand director David Lette said: “Drinking habits among the Desperados target audience are evolving, with many now looking for more sophisticated options as they make the transition from early evening into the night.

“As these ‘shift’ occasions become increasingly important to young adults, so does the need for our customers in the on-trade to develop an offering that is relevant to these consumers and provides them with the excitement they’re looking for on a night out.

“[The beer’s] flavour profile brings an element of taste experimentation, its 7% ABV places it alongside spirit mixers and its serve size helps consumers to see it differently from beer, instead seeing it as a drink that they can enjoy as they shift into the night occasion.”

This is the latest in a series of new product announcements from Heineken, which is in the process of acquiring 1,900 punch pubs.

Last week, the brewing giant announced a major rebrand for Foster’s lager, which will roll out across the on-trade from April.

It also launched new ‘artisanal’ cider brand Bulmers Orchard Pioneers with two variants, Kier’s Cloudy Apple and Sarah’s Red Apple.


13 March, 2017