Amigos tequila beer extends with new flavour and formats


Global Brands is shaking up the spirit-flavoured beer category with three new innovations for its tequila-flavoured lager brand Amigos.

It is to release Amigos Black, with added notes of acai berries to complement the tequila and South American limes of the original Amigos. It is available in 330ml bottles with ABV of 5.1% – slightly lower than the original 5.5% Amigos.

Global Brands has also introduced the original Amigos on tap – the first spirit-flavoured to be available on draught. It is supported by a premium font, glassware, bar runners and dispenser.

The new draught offering is being trialled in sites across the UK where Global Brands reports it is already delivering “huge” incremental sales.

The third innovation is a can format for the on-trade, picking up on the growing popularity of canned premium beers in bars and pubs, mainly from the US. The original Amigos will come in 330ml cans – the first spirit-flavoured beer in cans for the UK on-trade.

Global Brands marketing director Simon Green said: “The spirit beer category offers huge profit growth potential but this will only be unlocked if the category continues to innovate in a credible way to recruit new followers and engage existing consumers.

“Amigos has set a new bar for innovation with the category and is striding ahead of its competitors with these three pioneering new launches.”

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