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    Heineken Unveils Desperados

    New offering combines beer with tequila barrel-aged lager

    By Kyle Shamorian, Stagnito Business Information

    Heineken USA has unveiled Desperados, a beer blended with tequila barrel-aged lager, set to launch this month in select retailers and on-premise locations in the Southeast.

    Aimed at younger consumers and supported by a unique style and dynamic packaging, the new offering will be promoted by a fully integrated marketing program, including TV, out-of-home and digital advertising, as well as sampling, influencer and brand experience programs.

    “Desperados, a brand that is leading the development of the new Spirited Beer segment globally, is now coming to the U.S.,” noted Monique Acevedo, VP innovation, 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.

    Desperados will be available in 6- and 12-pack 11.2-ounce bottles and 16-ounce single serve cans, in Florida, Georgia, Alabama, Tennessee and North Carolina.

    White Plains, N.Y.-based Heineken USA is a subsidiary of Heineken International BV, the world's most international brewer. 

    By Kyle Shamorian, Stagnito Business Information
    • About Kyle Shamorian In his digital editor role, Kyle Shamorian oversees all content on progressivegrocer.com, Progressive Grocer’s online extension that features real-time daily news, exclusive content, new products, blogs, and related multimedia products. In addition to writing and editing content on a wide range of grocery industry issues, Kyle helms the Brain Food department in PG’s print edition, which spotlights shopper behavior and consumer trends in the retail industry. Before joining Progressive Grocer’s editorial team in July 2012, Kyle, a 2003 graduate of Marquette University, previously managed digital platforms for a variety of industries.

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