Heineken Introduces Desperados

New beer blended with tequila barrel-aged lager debuts this month

Published in CSP Daily News

Heineken Desperados (CSP Daily News / Convenience Stores)

WHIE PLAINS, N.Y. -- Heineken USA Inc. has announced the arrival of Desperados, a beer blended with tequila barrel-aged lager.

The company will launch this Latin-inspired European import beer this month in select retail and on-premise outlets in the Southeast. Desperados will initially launch in Florida, Georgia, Alabama, Tennessee and North Carolina.

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

"Desperados, a brand that is leading the development of the new 'spirited beer' segment globally, is now coming to the U.S.," said Monique Acevedo, vice president of innovation for 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."

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.

"Desperados is poised to expand the beer category as it has the potential to source 55% of its consumption from outside beer," said Acevedo. "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."

White Plains, N.Y.-based Heineken USA, a leading upscale beer importer, is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken Lager, 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.