Heineken to stop selling Desperados in the U.S.
As in “here today, gone tomorrow”, Heineken USA is ending its tequila-flavoured beer experiment. Desperados, a lager with tequila that launched in the U.S. only in 2014, will be discontinued, U.S. media reported on 18 November 2015. Heineken USA will focus instead on its four priority brands: Heineken/Heineken Light, Dos Equis, Strongbow and Tecate. Desperados is sold in 85 international markets and is especially popular in France.
Heineken USA began Desperados’ U.S. rollout in Florida and Georgia, with plans to begin nationwide distribution in 2015. Desperados has 6 percent ABV and is made, the company says, by combining lager that’s been aged in tequila barrels with beer that includes tequila and lemon flavours. While the product has trace amounts of tequila, it is technically classified as a malt beverage.
Despite Heineken’s efforts, Desperados remained a regional brand with the Southeast being the main focus area. Consider it a sign of our times that consumer goods companies – and Heineken is no exception here – no longer want to faff around with brands that don’t meet targets. Irrespective of targets being perhaps too optimistic, the general policy these days seems to be: “if a brand does not fly, say buh-bye!”
Incidentally (or not), AB-InBev introduced its own tequila-flavoured beer earlier this year called Oculto. The brand is available nationally, but the focus market is Miami, media say.
