HEINEKEN East Africa Import Company has expanded its portfolio in East Africa with the introduction of Desperados, a tequila-flavoured beer.
The product is a unique combination of gold colored, full bodied lager beer with a kick of real Tequila flavour to achieve a fine balanced premium beer with distinct accessible taste, light bitterness and refreshing citric notes.
Desperados is a 5.9% alcohol beer, and the ultimate party beer for young energetic adults over legal drinking age who are looking for better and unforgettable experiences during the night.
“This is a unique product proposition that will help to further expand the beer category as it is at the boundary between the beer and spirit territories,” says Uche Unigwe, HEINEKEN’s General Manager East Africa. “The launch of Desperados in Kenya marks another milestone for us in this market as we seek to tap the opportunities we see for alternatives to plain lagers and spirits, which we believe is what consumers are looking for.”
Desperados was first launched in France in 1995, and is now present in bars and clubs in 66 markets around the globe. It has been delivering double digit growth for the last 6 years, accelerated by its growth in key markets. For example today, in France, Desperados is the number 1 preferred alcohol brand among young adults.
In Germany and the UK, it is the fastest growing Imported Premium Lager. In Africa, Desperados has been successfully launched in 11 countries in the past couple of years.
“We are very confident in the potential of the product. Consumers are traveling a lot, curious to experience new products and eager to live unforgettable experiences. Desperados, which has created and led the development of the spirit flavoured beer segment globally, is an authentic proposition geared toward them,” added Carlos Bethancourt, Desperados Global New Business Development Manager.
In Kenya, the product will be marketed in its iconic 330ml long neck, thick glass, highly engraved, transparent bottle, and will initially be available in selected nightclubs and bars in Nairobi, and exclusively in Nakumatt supermarkets.During the launch phase, consumers will be engaged through a digital campaign and interactive tastings that will allow them to experience and further discover the brand.
Consumers can follow the latest on Facebook and Twitter: www.facebook.com/Desperados and @Desperados_KE.