Heineken launches Desperados as a hard seltzer into the Netherlands
Heineken has reimagined its Tequila beer brand, Desperados, as a hard seltzer and has launched it into the Netherlands.
Desperados Alcoholic Sparkling Water, which has been made with “carbonated purified alcoholic water, a natural lime twist and an edge of Tequila for a fiery yet fruity flavour,” is 4.5% ABV and contains 99 calories per 33cl can.
Desperados global marketing manager Rutger van der Stegen said: “With playful experimentation at Desperados’ heart, we are excited to introduce a new innovation to ignite the tastebuds of those who crave the extraordinary in life. We created Desperados Alcoholic Sparkling Water in response to the evolving drinking habits of consumers who are looking for a fruity-yet-fresh beer alternative for any occasion.
He added: “It is designed to sit alongside our wider product line, giving consumers the choice whether to enjoy an alcohol-free Desperados Virgin 0.0, Desperados Original or Desperados Alcoholic Sparkling Water.”
According to Heineken, the new launch is “aimed at the modern generation of consumers who are increasingly conscious of their consumption habits and lifestyle choices, whilst also wanting to go for it in life”.
The hard seltzer will initially only be available in the Netherlands in one flavour – Lime Twist – however, Heineken has revealed it will be releasing more flavours in the future but did not disclose as to whether a broader roll out across other markets is planned as yet.