BREWING giant Heineken UK has extended its range of spirit-flavoured beers with the introduction of Desperados Dos – a higher ABV beer built for late night occasions.
The new variant is available in a smaller serve size, rolling out in 3x350ml packs for grocery and 250ml single for convenience, reflecting Desperados Dos’ higher ABV of 7%.
Support for the launch comes in the shape of a multi-million pound marketing campaign which will include out-of-home and digital advertising as well as point of sale.
David Lette, premium brands director at Heineken UK, said Desperados Dos “will drive more shoppers into the beer category targeting the ‘shift’ moment in the late night drinking occasion”.
“This is a unique premium line extension from the Desperados brand built on UK consumer insight delivered in the right pack format, for this growing shopper occasion,” he said.
