Heineken backs Desperados Dos after two duds

11 March 2017

Another launch for Heineken this month is Desperados Dos, a light and dark tequila-flavoured beer directed at the changing drinking landscape in the UK.

Speaking at a briefing earlier this month, David Lette, premium brand director at Heineken, acknowledged Desperados Red and Verde launches weren’t the major success the brand had hoped but his team had listened to its consumers and Dos will be different.

‘Desperados Dos will drive more consumers into the beer category’, Lette said. ‘Desperados has been very successful in the UK but the drinking landscape is changing. 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.’

‘Shift’ occasions are tipped to become increasingly important to young adults and Lette said his company needed to develop an on-trade offering that was relevant and provided consumers with the excitement they’re looking for on a night out.

With a higher abv at 7% and smaller serve size in 250ml bottles, the new variant has reduced carbonation to ensure it provides a smoother and longer drinking experience.   

Heineken is throwing its weight behind Desperados with a multi-million pound investment into the brand this year. Desperados Dos, named after the two tequilas, should be ranged alongside Desperados Original and priced at a parity.

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