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

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World of Heineken | 2014 | | pagina 36