SHS Sales & Marketing has been appointed by Heineken France as sole sales representative across all trading channels in mainland Britain, on behalf of its Desperados brand.
This further strengthens the SHS Sales & Marketing brand portfolio, in particular in the on trade where the company has been building brands like WKD since the mid 1990s.
“We chose to partner with SHS Sales & Marketing because they understand the markets we want to develop and have an excellent track record in driving and maintaining growth in high energy outlets,” says Sebastian Urlik, Desperados Export Manager, Heineken France.
The first ever tequila flavoured beer, Desperados is a unique premium priced proposition aimed at 18-25 year olds looking for a beer without bitterness and with an exotic edge. The brand strapline “A Taste of Liberty” captures the sense of fun and freedom that Desperados stands for, promoting its difference over other beer brands. It has a presence in over 40 countries worldwide and its UK business is valued in excess of £4 million.
“Many people have discovered our brand whilst abroad and we want to capitalise on the trial and awareness in our target market by extending our distribution and developing sales opportunities across the trade. We have a full range of packaging formats to meet customer and consumer needs alike, and are confident that the trade relationships and expertise that the SHS Sales & Marketing team supply will bring about significant prospects for growth,” Urlik continues.
Peter Butler, Managing Director, SHS Sales & Marketing (GB), says “We’re delighted to be working with Heineken France on this initiative. The Desperados brand team have some exciting consumer marketing campaigns planned in, including links with Board Masters Newquay surfing and skating festival and the London Freeze free-style ski and snowboard event, and we’re looking forward to translating this activity into sales growth throughout the on and off trade.”
All sales enquiries to SHS Sales & Marketing (GB) 01242 570288.
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