Heineken has today announced an agreement with SHS Sales & Marketing to take on the marketing, sales and distribution rights to Desperados premium tequila- flavoured beer.   Heineken will assume exclusive responsibility for the Desperados brand in all UK on and off trade sales channels from February 1st 2012, where it will be sold in 330ml bottles only.

SHS Sales & Marketing were awarded the sales and distribution rights to the brand by Heineken in 2009 and, under their stewardship, Desperados has established itself as one of the fastest-growing premium packaged lagers (PPLs) in the UK. Both parties agreed that the time is right to simplify the route to market and Heneiken will integrate Desperados into its portfolio of premium and speciality brands.

Bruce Reinders, Brand Director-Premium Lagers for Heineken in the UK said: "We are delighted to have reached this agreement with SHS Sales and Marketing. Desperados is a Heineken –owned brand that is currently enjoying success in many European markets and it will make a distinctive and exciting addition to our portfolio of premium packaged lagers."

The change coincides with SHS Sales & Marketing entering into a new agreement with Heineken International that sees the Gloucester-based company appointed to handle the sales and marketing for premium Czech lager brand Krusovice exclusively in the UK while installing SHS as a principal distributor of Sagres, the Portuguese premium import marketed in the UK by Heineken.

Peter Butler. Managing Director, SHS Sales & Marketing, said: “We are proud of our role in transforming a vibrant fresh brand into a strong market performer and know Desperados can excel further within the Heineken portfolio. Its performance evidences our ability to accelerate premier beers and lagers towards full market maturity. In Krusovice and Sagres, we see an opportunity to repeat this success by securing optimum positions for two exciting brands in the competitive UK market.”