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

Related News

February 28, 2021

Tetra Pak introduces certified recycled PE polymers for food contact applications

Food & Drink

Two Tetra Pak production sites in Europe are now certified to produce packaging with recycled polyethylene (rPE) polymers, according to the Roundtable on Sustainable Biomaterials (RSB) Chain of Custody mass balance attribution method.

February 28, 2021

Cargill names Brian Sikes as chief operating officer

Food & Drink

Cargill has appointed Brian Sikes as its chief operating officer (COO), a role in which he will also serve as a management director on the company’s board.

February 28, 2021

Heineken and Coca-Cola System realign Brazil distribution partnership

Food & Drink

Heineken has reached an agreement with The Coca-Cola Company and the Coca-Cola System in Brazil to redesign their long-standing distribution partnership in the country.

Send this to a friend