How Desperados became wanted

David Atkinson

This article explains how Desperados, a small drinks brand which mixes beer and tequila, used a carefully targeted campaign to launch in London, UK, and create a 'cool' image.

How Desperados became wanted

David AtkinsonSpace

Beer is a tough market for brands. Not only are Britons drinking less year-on-year, but young drinkers – the lifeblood of tomorrow's brands – are turning their backs on beer. This article describes how to take a small and relatively alien brand to the mainstream while retaining its credibility and cool.

It was challenge enough for big-spending and established brands. For a new beer with a unique, but undeveloped proposition and a relatively small budget, there was a mountain to climb. Enter Desperados, a tequila-flavoured beer that had seen some success in European...

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