DESPERADOS NEW FLAVOUR TO BEER MARKETS Flavoured ig@i ...optimism about volume developments is high, On premise Leader Desperados, the world's first tequila flavoured beer and originally developed by Fischer, is growing in popularity. Not only in its home market France, but also in more and more countries around the world, with the active co-operation of Fischer partners, including Heineken Operating Companies. At the moment Desperados is the fastest growing corporate brand and sales amount to more than half a million hectolitres at a high level of profit. Desperados is a beer for markets with spending power and for consumers with a certain curiosity for new beers. Its positioning is based on two pillars: the unique, slightly sweet, but refreshing taste and the trendy mood of all its marketing tools. The vast majority of Desperados volume is sold through on premise outlets, especially discos, clubs etc., where the brand builds its credentials among young adults (18-25). That is the reason why Desperados needs to be sold with a specific approach and dedicated focus. Optimism about volume developments is high because of the ambitious plans and the level of creativity in all proposals by Operating Companies. In fact, Desperados ignites enthusiasm and creates energy in all layers of local organisations. Besides the possibilities for Desperados in several European countries, opportunities for new introductions are also arising in several markets on other continents. Lukas Wille, brand manager of Heineken Switzerland, is enthusiastic about the new beer: "We aim to be the leader in the growing and profitable segment of modern specialities. Desperados is quite a rewarding brand to work with. You could easily reach a good level of sales, because of its relevance to a precise type of consumer and trade. Moreover, all the promotions plus the focus on the 18 - 25 age group are increasing our expertise in dealing with this target group." "We are looking for broad leadership and are exploring expansion of our portfolio." says Dougal McGeorge, marketing manager in the Heineken Export office in Hong Kong. "Desperados is one of the opportunities we are investigating. A test is under way and we really hope to replicate Desperados' European success in our market. To make this happen, I think the promotional tools that have been made available are really helping us." TEQUILA FLAVOURED BEER jflaoowied fit

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World of Heineken | 2001 | | pagina 30