Heineken has announced that it is set to build on its support for tequila flavoured premium lager Desperados next year with a multi-million pound marketing campaign.
The announcement of the £6m campaign, which will look to further awareness and encourage trial of the drink amongst 18-25 year olds, comes shortly after Heineken appointed Work Club to handle the global digital brief for the brand.
The Drum understands that agencies have not yet been appointed to handle the campaign.
Martin Porter, sales director off-trade at Heineken, said: “We have seen an explosion of new fruit flavours within the Cider category and the emergence of the Speers (spirits and beers) segment within beer and lager, responds to consumer demand for new and exciting beer drinking experiences.
“The meteoric growth of Desperados has been integral to the health and development of the Speers category and the brand continues to drive growth and rising value sales. Desperados is a brand that shoppers actively seek out and, as such, the brand is not reliant on promotions to drive rate of sale. We are committed to nurturing the brand in a sustainable way and we will be launching a marketing programme in 2014 in order to drive trial and increase relevancy amongst the target audience to maintain the momentum of this new and exciting segment.”
Heineken bought over the Desperados brand in 2012.