Heineken is to extend its Desperados spirits beer range. Available in 330ml bottles, Desperados Verde is flavoured with tequila and a twist of mint and lime.
Desperados Verde will be supported by in-store POS including posters, shippers and wobblers to drive shopper awareness.
Heineken managing director of off trade Martin Porter said: “Desperados Verde has been launched to keep pace with the expectations of young adult drinkers offering them a sweeter taste and helping them create the desired impression at social occasions. We are hopeful that the new flavour will help the brand stay fresh and relevant to its growin army of loyal consumers, while actively recruiting more new drinkers to the beer category.”
The Desperados brand has seen value sales grow by 200% in 2013 (IRI MAT Dec 2013) and it is estimated that the spirits beers segment will be worth £200m by 2016.