Nigerian Breweries Announces the Launch of new Brand “Desperados”

Desperados, the world’s first Tequila Flavoured Beer launched in Nigeria on December 12, 2020 with an exclusive party held at EbonyLife Place, Victoria Island, Lagos. This once-in-a-lifetime experience attracted a handful of partygoers who relished the sweet contrasting taste of fiery tequila and icy beer in one bottle.

The lager first produced by Fischer Brewery, founded in 1821 in Strasbourg, France, and produced by Nigeria’s leading brewer, Nigerian Breweries Plc, a Heineken Operating company,, has made its mark in over 86 countries worldwide.

Trailing its success in the European markets for the last 10 years, Desperados dares to attract a “Nation of Trybes” made up of young adults, who are confident, ready to challenge the norms and stand out. With the campaign tagged, “Made To Be Different’’.

Speaking on the brand launch, Marketing Director, Nigerian Breweries Plc., Emmanuel Oriakhi, said, “What better time than the festive period to launch our brand that embodies the upbeat season and is full of life? Desperados is the best authentic drink to get the party started with your trybe. As a brand, we are looking to build a community of young Nigerians who are spontaneous, driven by great taste and ready to experiment.

Also at the launch event, reality TV personality, Mercy Eke mentioned, “It was such a thrilling experience at the Desperados launch event. This is definitely one for the books and the best Brand launch event I have attended so far.

With this new entrant into Nigeria’s competitive beer market, a premium choice is given as an alternative to spirits and shots for nightlife drinking. Desperados offers something different with its less bitter taste that makes it even more appealing.

From exciting celebrity deliveries, to the one of a kind trybe truck gracing the streets of Nigeria, Desperados is here to stay.

Bars, beer stores and restaurants are expected to see a real-time demand for this new tequila flavored beer especially at this festive season where young minds like to explore and get adventurous.

Brewed fully flavored, Desperados was first launched in France in 1995, and is now present in bars and clubs in 86 markets around the globe. The tequila flavoured beer has been delivering double-digit growth for the last 6 years, accelerated by its growth in key markets.

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About Nigerian Breweries PLC:
A member of the HEINEKEN Group, Nigerian Breweries Plc is the pioneer and largest brewing company in Nigeria. Incorporated in 1946 as "Nigerian Brewery Limited", the company made history in June 1949 when the first bottle of STAR lager beer rolled out of its Lagos brewery bottling line. Today, it has a rich portfolio of 19 high-quality brands (such as Heineken, Desperados, Maltina, Life, Amstel Malta, Gulder, Fayrouz and Legend) produced from 9 breweries and 2 malting plants which are distributed nationwide. Nigerian Breweries is also a recipient of several awards and recognition in other areas of its operations including product quality, marketing excellence, productivity and innovation, health and safety, corporate social responsibility, and sustainability. To learn more, visit the Nigerian Breweries website: nbplc.com

PRESS CONTACT:

PRESS CONTACT:

Sade Morgan
Corporate Affairs Director
Sade.morgan@heineken.com

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