Tiger to distribute Desperado

10 July, 2008

The UK office of Tiger Beer is taking over the UK distribution for the Heineken-owned, cult tequila beer brand Desperados.

The French-made brand has until now been managed through a network of distributors from a Heineken office in France, but will now form part of a portfolio of world beer brands being assembled by Tiger Beer UK.

“We’re very fortunate to be taking on a brand which has a bit of momentum behind it," said Steven Greaves, marketing manager at Tiger Beer UK. “We’ll be outlining our plans shortly but we have told customers about the change.

“We want to build a portfolio of beers in the world beer category, covering each of the five major regions of the world.”

Tiger Beer UK is wholly-owned by Asia Pacific Breweries (APB), the owner of the Tiger brand, and APB is part-owned by Heineken.

Tiger Beer UK was formed in 2005 after the closure of its previous agency distributor Ubevco which had also handled Pilsner Urquell, Sol and Castle lagers.

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