Desperados Raidin’ the On-Trade

Desperados, the world’s first tequila-flavoured beer is selling over 13 million cases in 20 countries worldwide. With an ABV of 5.9% it’s best served ice-cold, straight from the bottle.

Last month saw the launch of its on-trade activity supported heavily through nationwide media and digital campaigns. This includes in-outlet activations, innovative visibility, commercial support and the brand ambassador program.

This year Heineken Ireland will be bringing the Desperados Raid activations to the on-trade nationwide, giving consumers the opportunity to sample its unique Desperados 15cl Mini for the first time in Ireland.  The Desperados Brand Ambassadors will encourage consumers to press a red button initiating a party experience and dispensing a complementary chilled Mini through a bespoke ‘Mini raider’ vending-style machine. On the night, consumers can win fun party prizes at the Raid wall. All will be revealed on the night….

Watch out for our Desperados Brand Ambassadors who can be spotted out and about in their wild branded jeeps, visiting nightclubs and late-night venues nationwide to support on-trade customers with their Desperados sales through visibility, availability and bespoke consumer activity.

For more information contact your local Heineken Sales Representative.

Keep up to date with all things Desperados at

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