Heineken’s Desperados measure


HEINEKEN is to bring the sales and distribution of Desperados Tequila beer back in-house.

The move signals the end of SHS Sales & Marketing’s association with the brand; it has marketed Desperados since 2009.
The Dutch brewer will start distributing the beer across the on and off-trades from February 1.
Heineken UK’s Bruce Reinders said both parties agreed the time was right to “simplify the route to market”.
SHS, however, has signed a new agreement with Heineken International to distribute premium Czech lager brand Krusovice and Portuguese beer Sagres in the UK.