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
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