Desperados

Desperados is a French beer brand created in 1995 at the Fischer brewery in Schiltigheim, Alsace, recognised as the world's first tequila-flavoured beer. Heineken acquired the Fischer brewery in 1996, bringing Desperados into its global portfolio, where it grew into one of the more recognisable party-positioned beer brands in Europe. The brand has built its identity around party culture and experimentation since inception, a positioning that shapes its character as much as the flavour itself. The result is a beer with a spirits-derived taste that sets it apart from standard mainstream lager.

The alcohol-free range launched globally in early 2021, with a second AF variant following in 2023, both carrying the citrus and tequila-adjacent profile the brand is known for. The AF line is available through specialist alcohol-free retailers, with the 2023 variant holding the broader distribution presence.

Desperados remains a mixed brand: the alcoholic originals are the commercial core, and the alcohol-free line is a considered extension rather than a wholesale repositioning into the AF category. The tequila-flavoured profile and party-culture positioning give the 0.0% range a character that stands apart from most neutrally styled AF beers, making it a recognisable option for sober-curious drinkers at social occasions. Pricing sits in the mid-range bracket, consistent with its mainstream positioning.

The Collection

Lemon 0.0

Virgin 0.0%