Desperados, the premium beer that makes the difference !

 

Desperados is a lager beer, brewed in France and flavored with tequila. It was established in 1995 by the Fisher Brewery, an old Alsatian brewery. Since 1996, the brand is part of the Heineken group.

It is said that its name comes from the fact that after being created, this beer was still unnamed and the company was desperate to found one ! Did you know it ?

Brand ID card

 

Today, Desperados is one of the four leading brands of the Heineken group (with Heineken, Pelforth and Affligem), and it is ranked 4^th in the French market with 8% market share in value, according to IRI panel data.

 

The brand belongs to the group of specialty beers, which include all the beers that tell a story due to their origin, composition or geography (abbey beers, brown ale, white or flavored beers). They are very successful in France, in a context where beer sales are declining. The other brands present on this segment are Corona (InBev) and Skoll (recently launched by Kronenbourg).

 

Beer has always been a symbol of conviviality and celebration. However, this market is encountering difficulties for years partly because of the image we often assign to beer: that of a poor quality drink consumed by men watching TV and lounging on the couch.

Another reason of this decline : We observe the same trend than in the wine market. Beer consumers drink less but better by focusing on quality or originality taste. As a result, most of the brands confront them with products more and more sophisticated and expensive, with also important investments in marketing.

 

Desperados benefits from this market trend. Today, one of its strategies is the premiumisation of its portfolio, by offering to the consumers, products that are more upscale and more expensive in order to improve its turnover. Did you know that Desperados was the most expensive beer in the French market ? It is two times more expensive than Heineken !

 

Innovation also remains a strategic focus area for Desperados. Since its launch, the brand has been continuously investing in order to offer beer drinkers, innovative and audacious recipes. The brand has reinvented the freshness with Desperados Lime, shaken the night life with Desperados Red (flavored with Tequila, Cachaça, Guarana and red fruits), provoked the consumers’ senses with Desperados Fuego and its lightly spiced notes, and recreated the Cuban atmosphere with Desperados Verde, which reveals the essence of the legendary Mojito cocktail with its blend of lime and mint.

 

 

J.G