Desperados Verde is a mix of lager, tequila, mint & lime that has been developed to appeal to 18 to 34-year-old drinkers who are opting for “sweeter flavours and lighter tastes,” said owner Heineken.
It boosts the Desperados brand, which has had a stellar year in the UK up 71% in volume in the on-trade ( CGA MAT to November 2013).
With a lower alcohol level (4.7% ABV versus 5.9% ABV) the new flavour is also intended to take the brand out of its late night drinking heartland, to earlier in the evening.
“We have seen an explosion of flavour innovation across both the cider and spirits categories and are beginning to witness a similar pattern with flavoured beers,” said Lawson Mountstevens, sales managing director on-trade, at the brewer.
“Desperados is ideally placed to lead this trend due to the sensory taste experience it offers and its edgy urban positioning and contemporary image. We are confident that the new flavour will help the brand stay fresh and relevant to its growing army of loyal consumers, while actively recruiting more new drinkers to the beer category.”
Over 13,000 pubs and bars will be targeted at launch, in a sampling drive to increase trial of the mojito beer.
PoS kits including fridge vinyls, t-shirts, branded sampling glasses and waiter trays will help boost awareness of the new variant in outlets.
Heineken took back control of the Desperados brand in the UK from SHS Marketing in 2012.