The "One-Of-A-Kind Beer, Blended with Tequila Barrel Aged Lager" was first introduced in France, in 1995. And according to its maker, the brand has delivered double digit growth year on year.
Desperados will first launch in FL, GA, AL, TN & NC with more sates soon to come.
Heineken said that the launch will include a fully integrated marketing program focused on "millennial consumers", that includes TV, Out-of-Home and digital advertising to raise awareness of their flavored brew.
Desperados is brewed to appeal to young adult consumers (LDA+) who are spontaneous, adventurous and whose drink choices reflect who they are. Independent consumer research confirms that Desperados performs extremely well with the target audience, exceeding category norms for purchase intent, excitement and likability, driven by its great taste, unique style and dynamic packaging.
Clúbista New York will review Desperados® soon, follow us on Twitter, Facebook and RSS for updates.
You can track the progress on Desperados® on their Facebook page: facebook.com/DesperadosUS.