3
A
San Antonio
Desperados
As innovation at HEIN EKEN accelerates, we are bringing consumers
around the world more new products that they will love. In this edition,
we look at HEINEKEN USA's launches that are shaking up shelves and
bars across the country.
Key City
7%
Shaking up
USA
About: Desperados, a one-of-a-kind
beer blended with tequila-barrel-
aged lager, already popular in more
than 60 countries and making its
US debut in 2014 (regionally).
ABV: 6%.
Target market: Adventurous young
adult consumers (21 years old and
above) looking for memorable
nights out.
Known for: Its Spanish
v heritage and the Tower
of the Americas.
Main industries:
Manufacturing and
biotechnology.
Key city because: Home
of the Quarry Hof brau Beer
Garden, birthplace of the Dos-
a-Rita more than 20 years ago.
36 World of HEINEKEN Edition 2 2014
