Desperados tequila-flavoured beer has found a natural
home in Vietnam, a high-energy market with enormous Jft
growth potential for super-premium brands. 1 l
Bringing
the Party
to the People
ft*.**
H
EINEKEN's Vietnam
Brewery Limited has
expanded its portfolio
with the introduction of Desperados. The
drink, a unique full-bodied beer flavoured
with tequila, appeals to young adult
consumers looking for memorable nights
out. The launch in Ho Chi Minh City on 1
August was attended by more than 2,000
consumers and 50 outlet owners.
"As a new beer in a market that until
recently has seen few launches, we
felt it was essential to show customers
and consumers what a Desperados'
experience is all about," says Ward
Goderie, Innovation Manager, Vietnam
Brewery Limited. "On the night of the
launch and over the following week, we
'hijacked' different outlets for a night.
Alongside performances from top DJs and
dancers, we organised promotional teams,
games and prizes. A deliberate choice
was made to launch the product in Ho Chi
34 World of HEINEKEN Edition 2 2014
