Heineken launches Desperados Dos for late night occasion

13 March, 2017

Desperados Dos, a new variant in Heineken’s tequila-flavoured beer portfolio, is being launched to tap into the late-night drinking occasion.

The newcomer has a higher abv than the Desperados parent brand at 7%, and comes in smaller serve sizes in 25cl bottles, in a three-pack. The drink also has reduced carbonation, making it smoother to drink and “perfect for moving the tempo from early evening into night time”.

The launch will be supported by a multi-million pound campaign to drive awareness.

David Lette, premium brands director, said: “Desperados Dos will drive more shoppers into the beer category targeting the ‘shift’ moment in the late night drinking occasion. This is a unique premium line extension from the Desperados brand build on UK consumer insight delivered in the right pack format, for this growing shopper occasion.

“The shopper is demanding new and exciting products that help them stand out fro the crowd. We are excited to launch Desperados Dos to ensure all the needs of our target audience are being met and deliver sales for our customers and growth for the category.”

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I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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