date:Nov 26, 2012
Desperados, introduced by the Dutch brewer in 1995, saw sales gain 26 percent last year compared with 5.4 percent volume growth for the eponymous Heineken brand and has the potential to continue achieving double-digit improvements, according to Willem Jan van der Hoeven, Heinekens head of global brands.
The Amsterdam-based company still sells more than 17 times as much Heineken, based on Euromonitor International estimates, illustrating the potential of Desperados. Both brands bettered Heineken