Desperados launched on draught with schooner serve

desperados draught

Heineken UK is to launch its tequila-flavoured beer Desperados on draught – promoted for serving in schooner glasses.

Despite the popularity of spirit-flavoured beers, it will be the first available on draught when it is introduced this month.

It builds on the success of Desperados which has added £18m in value in sales in the on-trade since its launch in 2011, including £5m in the last 12 months, making it the UK’s fourth biggest packaged lager brand.

With a stylish illuminated steel font, Desperados will tap into what Heineken believes is an opportunity for spirit-flavoured beers on draught, especially in high-tempo circuit bars.

A new stylish glass is being introduced to support the launch of Desperados on draught. At two thirds the size of a pint, the schooner will be good for operators’ profit margins and support responsible drinking for the 5.9% ABV beer.

The launch is further supported with branded bar runners.

Andrew Turner, category and trade marketing director at Heineken, said: “With the popularity of flavoured beers continuing to rise alongside consumer demand for a more premium drinking experience, we’re delighted to be launching Desperados on draught.

“The 20-something target audience is typically less brand loyal than older consumers and yet, Desperados has achieved impressive year-on-year growth since its re-launch in the UK in 2011.

“With this new draught format, we are aiming to maintain this growth by giving our customers the opportunity to provide a wider choice to pub-goers, helping customers to grow their profit margins incrementally.

“The new font looks great and is certainly going to catch the eye of consumers on entering the bar, so we’re confident that this format will further increase the popularity of Desperados and help our customers to boost their profits in the months ahead.”

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