Heineken acquires Desperados beer brand


By John Glenday, Reporter

January 3, 2012 | 1 min read

Drinks giant Heineken has taken over the rights to market, sell and distribute Desperados – the tequila flavoured beer brand.

The move sees Heineken resume its role relinquished in 2009 when SHS Sales & Marketing were awarde4d the contract.

Going forward Heineken plan to integrate th Desperados brand within their own portfolio of premium and specialty drinks.

Bruce Reinders, brand director-premium Lagers for Heineken in the UK said: “Desperados is a Heineken–owned brand that is currently enjoying success in many European markets and it will make a distinctive and exciting addition to our portfolio of premium packaged lagers.”

SHS will continue their relationship with Heineken by undertaking to handle the sales and marketing for the premium Czech lager brand, Krusovice.


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