Heineken is to rebrand Desperados for the first time in the tequila-infused beer’s 22 years on the market.
A fresh look for the brand will roll out from March, featuring a new, lighter bottle which Heineken claims will save over 18,000 tonnes of CO2 per annum by cutting down packaging and logistics emissions.
The new artwork “embodies the festivity, boldness and spontaneity of the brand”, said Heineken, and would “aid in brand visibility, purchase rate of sale and premium image”.
The news comes after a bumper summer for Desperados, which upped its value sales by more than £5m in 2018, hitting £6.4m by the end of the year [Nielsen 52 w/e 8 September 2018].
Its total volumes across the on and off-trade were up a whopping 29% over the year, said Heineken.
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