Desperados, a beer from the Heineken group, is launching its alcohol-free variety, Desperados Virgin 0.0%, with a poster campaign to be discovered this summer throughout France, and a radio campaign that will be broadcast in several waves until September 26 on the main national stations as well as on web radio.

To mark the launch of its "alcohol-free" version, Desperados has rolled out a poster campaign and, for the first time in the brand's history, a radio campaign. The spots were recorded in collaboration with slammer Nicolas Seguy, to an original composition by sound production agency Aurevoir Charlie.

The aim of the campaign is to raise awareness of this innovation, and to convey all the uniqueness of the new Desperados Virgin 0.0% variety, a beer that may be alcohol-free, but that is signed Desperados, with everything the brand stands for in terms of intensity of taste and experience.

This Desperados innovation is part of Heineken Entreprise's "Zero Zone" approach, which consists of deploying a transversal alcohol-free offer within the group, and which also includes Affligem® 0.0% and Heineken® 0.0% beers. This approach benefits from a favorable and buoyant market context for alcohol-free beers.