FDBusiness.com

Heineken is taking on the UK marketing, sales and distribution rights to Desperados premium tequila-flavoured beer. Heineken will assume exclusive responsibility for the Desperados brand in all UK on and off trade sales channels from February 1st 2012, where it will be sold in 330ml bottles only. Desperados is a Heineken-owned brand that is currently enjoying success in many European markets.

SHS Sales & Marketing was awarded the sales and distribution rights to the brand by Heineken in 2009 and, under its stewardship, Desperados has established itself as one of the fastest-growing premium packaged lagers (PPLs) in the UK. However, both parties now agree that the time is right to simplify the route to market and Heineken will integrate Desperados into its portfolio of premium and speciality brands.

The change coincides with SHS Sales & Marketing entering into a new agreement with Heineken International that sees the Gloucester-based company appointed to handle the sales and marketing for premium Czech lager brand Krusovice exclusively in the UK while installing SHS as a principal distributor of Sagres, the Portuguese premium import marketed in the UK by Heineken.