The world’s first tequila flavoured beer, Desperados, was 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.
Desperados was brewed in France and is owned by Heineken Inc. Despite all the exotic imagery on the can or bottle and the fancy Spanish sounding name, Desperados comes from France. Desperado is an interesting brew with an ABV of just under 5.9% giving it an added incentive.
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 tribe. As a brand, we are looking to build a community of young Nigerians who are spontaneous, driven by great taste and ready to experiment.”
The Fischer Brewery, founded in 1821 in Strasbourg, first produced Desperados, but with the recent success of the beer, production has now moved to the Netherlands, not surprisingly as Heineken took over the brewery in 1996. Does this make it any less exotic or “cool”? Hardly, it’s only a lager after all, with a bit of tequila thrown in.
As traditional beer sales decline breweries are looking for alternatives and also exciting new products to push in the emerging Asian markets. Desperados offer something different than some stale boring lagers and are less bitter and so more appealing to softer palettes. Either way, it’s always cool to try something different, and a tequila flavoured lager isn’t the worst idea in the world.