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

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World of Heineken | 2014 | | pagina 34