Amigos goes for Desperados' crown

27 March, 2009

Global Brands is hot on the heels of cult beer brand Desperados with the launch of a tequila and lime-flavoured beer.

Amigos is a 6% abv tequila-flavoured lager with a note of South American limes. The beer has already secured "major listings" in the off-trade, according to

the company, and it will be positioned as an "occasional drink" that will appeal primarily to younger drinkers and the

student

market .

Justin Horsman, trade marketing manager at Global Brands, said: "The UK beer market has been evolving steadily with new and different beers entering the market consistently in recent years, providing a definite opportunity to grow our share in the market place.

"As consumers' palates continue to develop, their willingness to try new and more adventurous products increases, so we're confident Amigos will grow quickly in popularity and cause a stir

this summer."




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Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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