Tiger Beer adds Desperados to portfolio
5 September 2008 | By Popsop Team
Tiger Beer UK has signed a deal with Tequila-flavoured lager Desperados to be the new distributor of the lager in the UK.
“We’re happy to have Desperados within the Tiger Beer UK portfolio of brands which delivers outlets with a full offering of world beer,” said Steven Greaves of Tiger Beer UK.
Tiger said it plans to expand Desperados to a new audience via targeted trade activation, designed to build on its current year-on-year growth of 65%.
While Desperados is owned by Heineken, Tiger Beer is owned by Asia Pacifc Breweries, a joint venture between Heineken and Fraser & Neave.
In July, Tiger UK confirmed a change of leadership, with Ashley Tham assuming the position of country manager, while current MD, Alan Gourdie, stood down to return to his native New Zealand.
Popsop.com
Tags: alcohol drinks, beer, Heineken
