Sector News

Heineken announces global launch of Desperados Virgin 0.0%

January 17, 2021
Food & Drink

Heineken has announced the global launch of Desperados Virgin 0.0%, as it looks to provide more consumer choice in the no- and low-alcohol category.

The global roll out follows a successful release of the Desperados alcohol-free alternative in France last year.

Desperados Virgin 0.0% will initially be available in the Netherlands and Poland this month, followed by Belgium in February before launching in additional markets throughout 2021.

Desperados says its latest beverage offers 100% taste of the original beer with 0% alcohol. The brand aims to unlock a new experience for the growing number of consumers who want a wider choice of alcohol-free alternatives.

Diederik Vos, Desperados brand director, said: “Desperados is a brand defined by its boundary-pushing spirit and the launch of Desperados Virgin 0.0% is a major strategic next step on this exciting journey.

“With a growing number of drinkers seeking alcohol-free alternatives, we are delighted to expand Desperados into the low and no-alcohol drinks category to deliver a refreshing, new taste experience.”

Desperados Virgin 0.0% will join the brand’s wide portfolio including the original beer, as well as mojito, lime and ginger varieties.

by Emma Upshall

Source: foodbev.com

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