e being predicted to become a massive £200 million category in the next three years, according to Heineken.Dubbed 'Speers', the fast-emerging spirit beers segment is already worth over £26 million with sales growing by 262%. At the forefront of this growth is Desperados, which has grown from £5 million to being worth over £20 million in less than a year, accounting for 75% of the Speers segment value.
As the original tequila-flavoured beer, Desperados appeals to consumers looking for a unique taste experience and 18-34 year olds account for over 70% of the brand's drinkers.
Heineken took over UK distribution for the brand in early 2012 and has since invested in the brand to increase distribution. Highlighting the brand's contemporary character to 18-25 year old shoppers, the memorable sampling campaigns have included link ups with street illusionists, graffiti artists and break-dancers.
As a result Heineken have increased off-trade distribution for the brand from 3.4% in April 2012, to 75%.
Martin Porter, Sales Director-Off Trade at Heineken, comments: "We have seen an explosion of new fruit flavours within the Cider category and the emergence of the speers segment within Beer and Lager, responds to consumer demand for new and exciting beer drinking experiences.
"Desperados is a brand that shoppers actively seek out and, as such, the brand is not reliant on promotions to drive rate of sale. We are committed to nurturing the brand in a sustainable way and we will be launching a marketing programme in 2014."
Building on the success of Desperados, Heineken will be supporting Desperados next year with a £6 million marketing campaign.
