30th May 2017


Sales of Desperados are set to hot up as festival season gets underway this summer, with an exciting on-pack promotion highlighting the brand’s sponsorship of three of the biggest music events taking place across the country.

Until the 24th of August 2017, shoppers will have the opportunity to win weekend tickets to Parklife, Boomtown and Bestival plus VIP passes to the Clubhouse. The clubhouse will give consumers the chance to party like a VIP with Clubland legends from around the UK at intimate legendary gigs.

With 100’s of prizes up for grabs in the nationwide festival giveaway, stockists of Desperados are set to benefit as demand for the brand, which has already seen a value increase of 9.6%[1] in the past year, soar.

Toby Lancaster, category and shopper marketing director at HEINEKEN, says: “We know that shoppers spend an average of £9.79[2] on beer and cider with a specific occasion in mind, so on-pack promotions which offer exciting and aspirational prizes can help retailers add real value to their offering and drive sales. We also know that Desperados is particularly popular with younger shoppers who are more likely to be hitting the festivals this summer. So, to not miss the beat, retailers should ensure their chiller is stocked up with these limited-edition packs for shoppers looking to celebrate festival season in true Desperados style.”

Desperados’ on-pack promotion is featured across 3-pack 330ml bottles, as well as 12-pack 250ml bottles. All are available now.

Desperados is an official sponsor of Parklife (10th – 11th June), Boomtown (10th – 13th August) and Bestival (7th – 10th September).


For further information or images, please contact the HEINEKEN team at Publicasity:

Tel: 020 3757 6800


[1] Nielsen Total Off Trade MAT to 25.02.17

[2] Kantar Worldpanel LinkQ Occasion % of trips from March, July, October & December 2016 waves