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Heineken takes on UK distribution for Desperados

Heineken has once again taken over the UK distribution and marketing rights for Tequila-flavoured beer brand Desperados.

The company is reprising its sales role having delegated it to SHS Sales & Marketing in 2009.

Both companies have agreed that it is now the right time to simplify the beer’s route to market.

Heineken will take over full responsibility on 1 February and integrate the beer into its premium and speciality brands portfolio.

Bruce Reinders, brand director of premium lagers for Heineken UK, said: “We are delighted to have reached this agreement with SHS Sales & Marketing.

“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.”

In return, Heineken has handed SHS control over the sales and marketing of Czech brand Krusovice, as well as the distribution of Sagres, Heineken’s Portuguese import.

SHS’s managing director, Peter Butler, said he was “proud” of the company’s role in developing Desperados in the UK and “in Krusovice and Sagres, we see an opportunity to repeat this success by securing optimum positions for two exciting brands in the competitive UK market.”

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