Heineken has unveiled Desperados Red, a new tequila-flavoured beer with guarana and cachaça.
Desperados Red comes with an ABV of 5.9% in 3x330ml bottles at an rrp of £6.85. It will be supported by a multi-million pound through the line campaign.
The new variant chimes with research showing that consumers are willing to spend an additional 10% for a new flavour above the price of the core variant (Nielsen), according to brand owner Heineken.
Martin Porter, managing director off trade at Heineken, said: “Desperados has led the way in establishing beers in the UK, but consumer preferences are continually evolving, especially within the young adult age group. Now, more than ever, they expect exciting flavours and new ingredients from a brand they already love and trust.
“With its unexpected new taste, sales of Desperados Red in other countries have been outstanding which is why we are confident that the new flavour will be an important new addition to our UK consumers’ premium packed beers offering.”