The burgeoning tequila beer market is about to get more crowded with the UK launch of Masquerido Tequila Beer.

The 5% abv Mexican beer (rsp: £1.39) is distributed in the UK by Alan Ramsay Marketing and joins Masquerido Mojito, which is already on shelf.

It is the latest addition to a fast-growing market led by Heineken’s Desperados, which has soared 44.4% to £8.4m on volume growth of 39.4% [Nielsen off-trade 52 w/e 15 September 15]. In February, Heineken brought sales and distribution of the brand in-house.

“The decision to integrate Desperados into the Heineken portfolio simplified its route to market,” said Heineken off trade sales director Martin Porter, who predicted “sustainable long-term growth” for Desperados and the tequila-flavoured beer category as a whole.

Global Brand’s tequila beer Amigos has seen even stronger growth, with value up 192.6% to £3.7m, and volumes up 205% [Nielsen].

The brand had benefited from the surge in sales of world beers, as well as consumer demand for sweet drinks, said Global Brands marketing director Simon Green. “The 18 to 24-year-olds are favouring differentiated brands with a sweeter taste profile,” he claimed.

The tequila flavour tapped into growing interest in beer with “a bit of a zingy extra”, added Mintel senior drinks analyst Chris Wisson. The beers also chimed with increased demand for lighter beers such as Sol and Corona, which are drunk with lime, he said, adding that Heineken had helped to open up the tequila beer category by extensively sampling Desperados.

Other tequila beers looking to build their UK distribution include Salitos, from German drinks brand owner GMB, and the Bandidos range from Lasko of Slovenia.

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