Heineken USA to launch Desperados tequila-flavored lager later this month in southeast US

Nevin Barich

NEW YORK , April 25, 2014 (press release) – HEINEKEN USA, one of the nation’s leading importers of upscale beer brands, announces the arrival of Desperados, a one-of-a-kind beer blended with tequila barrel-aged lager that delivers a uniquely refreshing and smooth taste. Crafted at the crossroads of beer and spirits techniques, Desperados is the ultimate beer for nightlife and fun, perfect for adult consumers, 21 and older, who are looking for memorable nights out. This distinct Latin-inspired European import beer will launch this month in select retail and on-premise outlets in the Southeast.

“Desperados, a brand that is leading the development of the new Spirited Beer segment globally, is now coming to the U.S.,” noted Monique Acevedo, VP Innovation, HEINEKEN USA. “Desperados is a game changer in the beer category. It is a crafted beer that combines the refreshing tasting character of beer, with the high-energy and nightlife image usually associated with spirits such as tequila. This brand balances a smooth and less bitter taste with a 6% ABV. Desperados is a global brand with presence in 66 countries where it has delivered double digit growth year on year. We are very excited to bring this one-of-a-kind beer to the U.S. this spring.”

Desperados is brewed to appeal to young adult consumers (LDA+) who are spontaneous, adventurous and whose drink choices reflect who they are. Independent consumer research confirms that Desperados performs extremely well with the target audience, exceeding category norms for purchase intent, excitement and likability, driven by its great taste, unique style and dynamic packaging. Consumers also agreed Desperados is great for party occasion and nights out on the town with friends[1].

Desperados will initially launch in FL, GA, AL, TN & NC. HEINEKEN USA is supporting the launch with a fully integrated marketing program that includes TV, Out-of-Home and digital advertising to drive awareness as well as extensive sampling, influencer and brand experience programs to generate interest and trial at retail and on-premise. Acevedo added, “Desperados is poised to expand the beer category as it has the potential to source 55% of its consumption from outside beer[2]. On-premise, Desperados is the beer that will drive sales among millennial consumers during high-energy social occasions. At retail, it offers the benefit of driving trade up from other top selling segments.

Desperados will be available in 6- and 12-pack 11.2oz. bottles and 16oz. single serve cans.

About HEINEKEN USA

HEINEKEN USA Inc., the nation’s leading upscale beer importer, is a subsidiary of Heineken International BV, the world’s most international brewer. European brands imported into the U.S. include Heineken Lager, the world’s most international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale, and Strongbow cider. HEINEKEN USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com.

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