Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
Gen Z and millennials are drinking less alcohol than generations before them. According to Heineken’s 2022 Beer Report, 46% of Gen Z and millennials are drinking less alcohol in general, while 26% would like to see a greater choice of lighter-style beer.
For Heineken-owned Desperados, this presents somewhat of a conundrum since its target audience is young adults. Its new global campaign touts the brand’s credentials as a non-traditional beverage option, while encouraging consumers to try something new and embrace experimentation.
“Go
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in