HEINEKEN USA Introduces Desperados

HEINEKEN USA announces the arrival of Desperados, a beer blended with tequila barrel-aged lager. 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.,” says 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, say company officials. 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, they add. Desperados will initially launch in Florida, Georgia, Alabama, Tennessee and North Carolina. 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 adds, “Desperados is poised to expand the beer category as it has the potential to source 55% of its consumption from outside beer." Desperados will be available in 6- and 12-pack 11.2oz. bottles and 16oz. single serve cans.