A New Way To Experience The Desperados Party Spirit

28th February 2014

HEINEKEN launches Desperados Verde to recruit and return consumers to beer drinking

HEINEKEN, the UK's leading Cider and Beer business, is bringing fresh vitality to the beer category with the launch of Desperados Verde, an exciting new variant for its best-selling Desperados brand. Meeting the growing demand for more premium drinking experiences and the burgeoning interest in Spirit Beers (SPEERS), Desperados Verde is a premium lager flavoured with tequila and a big twist of mint and lime.

As the UK's fastest-growing beer brand, Desperados is driving beer trial amongst 18-34 year olds and delivering incremental category value thanks to the premium price point the brand commands. The brand has seen value sales soar by 70% in the last year, leading the development of a new Spirit Beers sub-category. Dubbed SPEERS, the segment is has seen volume sales increase by 71% in the on-trade, with value sales forecast to be worth £400m by 2016. Desperados Verde has been launched to drive brand relevancy, continuing to build appeal amongst current drinkers and encouraging new consumers to add beer to their repertoire.

A vibrant new twist

Combining the urban personality of Desperados with a contemporary twist, the new variant has been developed to meet the demands of young adult drinkers. Mixing Desperados signature tequila taste with a hint of mint and lime, Desperados Verde harnesses all of the brand's contemporary characteristics, guaranteeing relevancy amongst a younger adult audience. The exciting new Mojito flavour sets it apart from traditional bottled lagers and is set to appeal to both male and female drinkers with its lighter, sweeter taste. As well as tapping into the trend for flavour experimentation amongst 18-34 year olds, the 4.7% ABV also broadens the brands drinking occasions.

SPEER-heading category growth

Lawson Mountstevens, Managing Director-On Trade at HEINEKEN, says: “We know that palates are changing, with consumers increasingly opting for sweeter flavours and lighter tastes. We have seen an explosion of flavour innovation across both the Cider and Spirits categories and are beginning to witness a similar pattern with Flavoured Beers. Desperados is ideally placed to lead this trend due to the sensory taste experience it offers and its edgy urban positioning and contemporary image.

"Desperados Verde has been launched to keep pace with the expectations of young adult drinkers, offering them a sweeter taste and helping them create the desired impression at social occasions. We are confident that the new flavour will help the brand stay fresh and relevant to its growing army of loyal consumers, while actively recruiting more new drinkers to the Beer category."

Targeting over 13,000 outlets through the launch, Desperados Verde will be supported by a heavyweight sampling campaign to drive trial and awareness. New POS kits, which will include posters, table talkers, fridge vinyls, t-shirts, branded taster glasses and waiter trays emblazoned in the new variant's eye-catching lime green, will enhance visibility and awareness in outlet. Desperados Verde is available in 330ml bottles, which should be stocked alongside the original Desperados variant.