Marketing

Desperados – the tequila-flavoured on-trade edge

As the world's first tequila-flavoured beer, Desperados, the full-bodied beer with an edge of tequila, is seen as an unique new innovation in the recently popular 'speers' category. Selling over 13 million cases in 20 countries worldwide, Desperados is best served ice-cold, straight from the bottle.
Selling over 13 million cases in 20 countries worldwide, Desperados is best served ice-cold, straight from the bottle.Selling over 13 million cases in 20 countries worldwide, Desperados is best served ice-cold, straight from the bottle.

With an ABV of 5.9% Desperados has solidified itself as the number one tequila-flavoured beer in the country, boasting 38% growth in the on-trade in 2013 alone. This can be attributed to its strong on-trade programme that includes a stage at Sea Sessions, one of Ireland’s biggest festivals, Hallowee’n parties and a strong on-trade ‘Partifesto’ programme.

“Having Desperados in the fridge of a nightclub or late night venue gives consumers a more exciting choice, injecting energy and fun into the lager category in the on-trade while delivering an attractive margin,” states the brand’s distributor here, Heineken Ireland.

2014 will see an even bigger and better programme supported heavily both through nationwide media and digital campaigns, on-trade activations and a powerful sampling programme which will position Desperados as the beer of authority on what’s hot in Ireland’s on-trade party scene, states the company.

To complement its activity, Desperados connects with fans online to keep them informed. With a following of 52,000 consumers on facebook, fans can follow the brand’s every move from interacting with pumping dance music mixes to sharing all the tequila-flavoured news and updates on where the Desperados Tribe will be each night. Download the latest content from www.heinekentradezone.ie

Keep up to date with all things Desperados at  www.facebook.com/DesperadosIreland

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