Desperados Releases a New Party Anthem for a Generation Straying From Tradition

Heineken brand aims to reach younger audiences who are drinking less alcohol or wanting greater choice

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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.

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