Heineken takes back Desperados brand
Heineken will assume exclusive responsibility for the Desperados brand in all UK on and off trade sales channels from February 1st 2012, where it will be sold in 330ml bottles only.
Heineken will take over the rights from SHS Sales & Marketing which were awarded the sales and distribution rights to the brand by Heineken in 2009. Heineken will integrate Desperados into its portfolio of premium and speciality brands.
Bruce Reinders, brand director-premium Lagers for Heineken in the UK said: “Desperados is a Heineken–owned brand that is currently enjoying success in many European markets and it will make a distinctive and exciting addition to our portfolio of premium packaged lagers.”
The change coincides with SHS Sales & Marketing entering into a new agreement with Heineken International to handle the sales and marketing for premium Czech lager brand Krusovice.
