Tequila Flavor Moves Into Beer?

Desperados launches in Georgia and Florida, with a national push coming soon.

April 25, 2014

ATLANTA – A tequila-flavored beer made in Amsterdam is washing up on American shores, Advertising Age reports. Desperados, owned by Heineken, is hitting shelves in Georgia and Florida this month, with national distribution planned for 2015.

The beer is targeting urban markets, such as Miami’s South Beach and Atlanta’s Buckhead neighborhood. Heineken plans to market Desperados to young consumers. “We are trying to deliver on that high-energy, nightlife type of scene,” said Raul Esquer, brand manager for the beer.

Over the past few years, beer marketers have been adding flavors to capture interest from Millennials. For example, Anheuser-Busch InBev launched Bud Light Platinum in 2012, followed by expansion of its Bud Light Lime flavored malt drinks. MillerCoors debuted Miller Fortune a few months ago. In addition to Desperados, Heineken has introduced Dos-A-Rita, a lager margarita, and Amstel Radler, which combines lager and lemon juice.

This isn’t the first time beer has been flavored with tequila. More than a dozen years ago, Anheuser-Busch launched Tequiza, but the drink never took off with consumers. However, Heineken says Desperados will succeed because of its barrel-aging process and its popularity in France. According to Esquer, Desperados has captured 4% of France’s beer market, snagging the number one alcohol brand spot among Millennials.

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