Heineken Unveils Desperados

Heineken USA has unveiled Desperados, a beer blended with tequila barrel-aged lager, set to launch this month in select retailers and on-premise locations in the Southeast.

Aimed at younger consumers and supported by a unique style and dynamic packaging, the new offering will be promoted by a fully integrated marketing program, including TV, out-of-home and digital advertising, as well as sampling, influencer and brand experience programs.

“Desperados, a brand that is leading the development of the new Spirited Beer segment globally, is now coming to the U.S.,” noted Monique Acevedo, VP innovation, Heineken USA. “Desperados is a game changer in the beer category. It is a crafted beer that combines the refreshing tasting character of beer, with the high-energy and nightlife image usually associated with spirits such as tequila.

Desperados will be available in 6- and 12-pack 11.2-ounce bottles and 16-ounce single serve cans, in Florida, Georgia, Alabama, Tennessee and North Carolina.

White Plains, N.Y.-based Heineken USA is a subsidiary of Heineken International BV, the world's most international brewer.