Heineken has launched Desperados Dos, a light and dark tequila flavoured beer, created to satisfy the late-night drinking occasion.
With the new variant Heineken aims to add value and expand the beer category by driving consumer relevancy in more occasions such as high tempo later night occasion in the evening.
With a higher ABV at 7% and smaller serve size in 250ml bottles, Desperados Dos has reduced carbonation, making it smoother to drink and perfect for moving the tempo from early evening into night time.
A multi-million pound campaign will drive mass awareness with distruptive visibility across out-of-home, digital and shopper point of sale.
David Lette, premium brands director, said: “Desperados Dos will drive more shoppers into the beer category targeting the “shift” moment in the late night drinking occassion. This is a unique premium line extension from the Desperados brand built on UK consumer insight delivered in the right pack format, for this growing shopper occasion.
“The shopper is demanding new and exciting products that help them stand out from the crowd. We’re excited to launch Desperados Dos to ensure all the needs of our target audience are being met and deliver sales for our customers and growth for the category.”
Desperados Dos will be available from March in a 3 x 250ml pack size for Grocery and 250ml single bottle for Convenience. It should be ranged alongside Desperados Original and priced at a parity.