Global Brands is taking on Heineken’s Desperados brand with the launch of a tequila-flavoured bottled beer.
Amigos, which will be rolled out next month, is a 6% abv lager with a note of South American limes. It was being positioned as a drink appealing to the student market, said Justin Horsman, trade marketing manager at Global Brands.
“As consumers’ palates continue to develop, their willingness to try new and more adventurous products increases so we are confident Amigos will grow quickly,” he said.
Amigos, which will be rolled out next month, is a 6% abv lager with a note of South American limes. It was being positioned as a drink appealing to the student market, said Justin Horsman, trade marketing manager at Global Brands.
“As consumers’ palates continue to develop, their willingness to try new and more adventurous products increases so we are confident Amigos will grow quickly,” he said.
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