There's a new beer in town, and it goes by the name of Desperados. Part of the Heineken portfolio, Desperados is unlike any other beer on the market. The Latin-inspired beverage has been blended with tequila barrel-aged lager and notes of lemon flavor.
Desperados originally launched in central France and has made its way to the States, soft-launching in Miami during this past Ultra Music Festival. You might have seen the beer at events during WMC, Swim Week, or most recently the Mad Decent Block Party, where the response was tremendous, says brand manager Raul Lopez.
If you weren't in attendance at any of the above, you've for sure spotted the dozens of Desperados billboards and advertisements in town and wondered what the hell it is.
The 6 percent ABV beverage tastes kind of like a lime-flavored Heineken. Those who can't tolerate tequila shouldn't worry -- the tequila notes in Desperados don't shine through (at least not when I tried it). The one thing I can say is that a few of these bad boys will have you feeling giddy but not bloated, so if you're looking for a night of high energy without having to break the bank or wear loose clothing (talking to my homegirls here), try this lager. Same goes for a boat day when you want to get shwasted but still look cute in that itsy-bitsy bikini. You might even want to throw some cayenne in there -- many Europeans drink Desperados that way.
Officially launched just outside Paris, Desperados is huge in Europe. After Heineken took over the brand, it expanded to Italy, the UK, and Germany before moving onto Brazil and most recently the United States. "Desperados is available in 60 countries worldwide, Lopez says. "Miami was critical to us because it's our first entry into the U.S. market, and we feel that everything Miami has to offer as a city is what Desperados is all about -- nightlife."
Recently, Desperados has expanded throughout the Southeast to Georgia, North Carolina, Tennessee, and Alabama. Making the brand an integral part of Miami nightlife and continuing to get people to taste the beer in these locations is the main focus before expanding nationally.
"People don't really know about the brand. When they hear 'blended with tequila barrel-aged lager,' people have no idea what that means," Lopez says. "Our main focus is to get people to hold the bottle and get people to try it by itself and enjoy it in the right time and the right place.
"The biggest misconception we're facing is the many people who don't know what the product is, and so they automatically think they won't like Desperados," Lopez says. "Even though we do have a tequila flavor, we feel any person would enjoy it because it's smooth and refreshing and the perfect sidekick to your fun night out."
So where can you get your hands on Desperados? Places all over town carry the brew, including Gramps, News Lounge, the Stage, Churchill's, World of Beer, Andiamo, Moonchine, the Electric Pickle, Joey's, TSL Lounge, Will Call, Grand Central and many Walgreens, Publix, and liquor stores. To find the location nearest you, check out the Desperados finder.
Follow Carla on Twitter @ohcarlucha
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