The company had launched Desperados in the U.S. in July, 2014. Blended with tequila barrel-aged lager, this Latin-inspired European import debuted in Georgia and Florida, before expanding into southeast America.
Goals of nationwide distribution went unmet.
The beer, 6% ABV, was was already available in 66 countries before coming to the U.S. The international popularity of Desperados was not matched in America.
Heineken will continue to sell Desperados in global markets, and has hired the Amsterdam-based agency WE ARE Pi to spearhead the brand’s global communications push.
“We’re shifting our focus to continue amplifying our four priority brands of Heineken/Heineken Light, Dos Equis, Strongbow & Tecate,” a Heineken USA spokesman said in a press release. “Desperados is a great brand that’s growing globally, but domestically, we want to remain laser focused on those four.”