Desperados (beer)
Desperados is an international tequila-flavored beer that was the first of its kind to hit the German market in 1996. The lager gets its typical taste from the addition of tequila flavors. Desperados contains 5.9% vol. Alcohol and is typically served with a lime wedge in the neck of the bottle and drunk straight from the bottle. Since the drink does not contain real tequila , it is allowed to be sold to young people aged 16 and over in Germany and Austria.
Product and company logo
The original design of the logo picks up the Mexican national colors, the name Desperado comes from the Spanish or English language and means: desperate, daring, bandit - not to be confused with the Spanish word desesperado . Until the realignment after the market launch, Desperados was an example of foreign branding . Since the beer was brewed in France and not in Mexico, the manufacturers and distributors of the Mexican beer Corona sued for an omission, as the design of the bottle made the consumer wrongly assume that the beer came from Mexico. The Hanseatic Higher Regional Court ruled on December 23rd, 2004, "that the misleading caused by the overall presentation of" Desperados "about the origin of the beer is not avoided by sufficient decolocalizing additives". In particular, the reference to the place of brewing was only in French on the front label. The note is now in three languages.
marketing
The design of the white glass relief bottle with tangible lettering is eye-catching and has a high recognition value , especially among beer brands . Desperados defines his target group as “young people characterized by freedom and the urge for individualism as well as non-conformism as an attitude towards life”. Therefore, the main focus of the communication measures are live events such as B. Party promotions that are intended to make the drink a “wild” and “hot” brand. Nationwide engagements in clubs and discos with the Desperados “Rebels Nights” as well as sponsoring well-known festivals form the basis of the Desperados brand values.
Production and sales
It was brewed in the Brasserie Fischer until it closed in 2009 . Today it is brewed by Heineken in the brewery in Schiltigheim and for the German market in the brewery in 's-Hertogenbosch . The distribution rights for the imported beer have been with Heineken Germany since January 2010 . The drink was previously sold in Germany by the Karlsberg Brewery in Homburg . For Austria, Desperados is brewed in the Wieselburg brewery. In Poland it is produced by the Żywiec Group under license from HBBV. Desperados is available in 43 countries worldwide.
Web links
Individual evidence
- ↑ Duden, Universal Dictionary 2nd completely revised ... 1989
- ↑ Where does the beer come from? The "Desperados" judgment, judgment of December 23, 2004, AZ .: 5 U 198/04 , www.aufrecht.de (November 9, 2007)
- ↑ "Desperados - Innovative Product Design"
- ↑ Open dag HEINEKEN brouwerij 's-Hertogenbosch groot succes , at www.heineken.com , accessed on July 29, 2016
- ↑ Heineken Germany takes over distribution rights for Desperados from Karlsberg Brewery
- ↑ Brau Union The expansion continues , at www.noen.at , accessed on August 13, 2016