HEINEKEN LAUNCHES DESPERADOS DOS TO EXPAND INTO LATE NIGHT DRINKING OCCASIONS

13th March 2017

Desperados Dos, a light and dark tequila flavoured beer, is being launched in March to satisfy the late-night drinking occasion.

In response to drinking habits, Desperados Dos will add value and expand the beer category by driving consumer relevancy in more occasions such as high tempo later night occasion in the evening.

With a higher ABV at 7% and smaller serve size in 250ml bottles, Desperados Dos has reduced carbonation, making it smoother to drink and perfect for moving the tempo from early evening into night time.

With a multi-million pound investment into the brand this year, Desperados Dos will be highly visible to target consumers with a nationwide campaign including out-of-home, digital and point of sale.

David Lette, Premium Brand Director at HEINEKEN, comments: “Desperados Dos will drive more consumers into the beer category. 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.

“Desperados Dos does just that. Its unique 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. We’re excited to launch Desperados Dos and we’re confident it can help our On-Trade customers to drive custom from the lucrative young adult target audience.” 

Desperados Dos should be ranged alongside Desperados Original and priced at a parity.

 

 

 

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

Tel: 020 3757 680

Email: heineken@publicasity.co.uk