FORTUNE+ VIDEO SPONSORED CONTENTS ADVERTORIALS FORTUNE AUDIO Fortune Careers TRADE AFRICA Election 2026 New TIME REMAINING UNTIL ETHIOPIA’S NATIONAL ELECTION 0Days 0Hours 0Minutes 0Seconds

Fortune Logo

Bart De Keninck, managing director of Heineken Ethiopia Plc, was marking two decades in the brewery industry with the launch of a new agave-flavoured beer for local customers. Desperados, the world’s first beer flavoured with agave spirit, has entered the domestic market through Heineken Breweries with an alcohol content of 5.9pc, higher than Heineken’s original brew. Positioned in the premium segment, the Latin-inspired brand is expected to carve out a place in the nightlife and cultural scene.


Heineken Breweries disclosed that it has invested over half a billion Birr in the rollout, with local production based at its Qilinto brewery in Addis Abeba. The company’s investment signals confidence in the market and plans to deepen its presence. With more than 30 years of heritage and sales in 50 countries, including Nigeria and Tanzania, Desperados arrives with an established international profile. The launch, held on Saturday, April 18, 2026, at Kana Studio on Ethio-China Friendship Road, near Wello Sefer, will be backed by activations and partnerships with music creators who are sought by creative and style-conscious consumers. According to Nigus Alemu, corporate affairs director, Desperados offers consumers “a bold alternative within the premium beer segment, one that celebrates social connections and encourages people to break away from the ordinary.”




PUBLISHED ON Apr 18,2026 [ VOL 27 , NO 1355]

[ratemypost]


Related Posts

[ssba-buttons]

Put your comments here

N.B: A submit button will appear once you fill out all the required fields.

Editors' Pick

Exclusive Interviews

State Enterprises from Oracles to Apprentices

Dec 22 , 2024 . By TIZITA SHEWAFERAW

Charged with transforming colossal state-owned enterprises into modern and competitiv...

Agenda

Rising Costs, Inflation Threaten Insurance Industry

Aug 18 , 2024 . By AKSAH ITALO

Although predictable Yonas Zerihun's job in the ride-hailing service is not immune to...

Agenda

BREWING DISCONTENT

Jul 28 , 2024 . By TIZITA SHEWAFERAW

Unhabitual, perhaps too many, Samuel Gebreyohannes, 38, used to occasionally enjoy a couple of beers at breakfast. However, he recently swit...

Fortune News

Electric Vehicle Push Leaves Investors in the Lurch

Jul 13 , 2024 . By AKSAH ITALO

Investors who rely on tractors, trucks, and field vehicles for commuting, transporting commodities, and f...

Commentaries

How Africa Can Escape the Debt Trap

The narrative that Africa faces a persistent debt crisis has become entrenched. Despite representing nearly one-fifth of...

International Climate Law Needs Teeth

Last year, the International Court of Justice (ICJ) delivered a legal opinion on clim...

Fineline

Leaders of the National . . .

Leaders of the National Election Board are in a charm offensive mood, of a sort. Last week, they organised a rare tour for members of the me...

When the country’s most. . .

When the country's most senior diplomats and envoys return back to their posts after two-week debriefings, they leave behind a point or two...

Editorial

T-Bills Trap Begins in the Federal Government's Own Budget

May 16 , 2026

The federal budget tells a troubling story about inflation, debt and reform. The prob...

Every Encounter with the State Should Not Become an Invoice

May 9 , 2026

The Ethiopian state appears to have discovered a fiscal instrument that is politicall...

National Dialogue Has Everything But the Trust It Needs

May 2 , 2026

By the time Ethiopia's National Dialogue Commission (ENDC) reached the end of its fir...

Addis Abeba's Roads Reveal a Country Where the Powerful Drive Through the Law

Apr 25 , 2026

In a political community, official speeches show what governments want their citizens...

Gallery

Parliament Approves New Cabinet Members

Oct 6 , 2021

Parliament Approves New Cabinet, Incorporates Opposition Leaders Lawmakers have approved today the nominations of 22 ministers, including three opposition leaders. Two MPs have voted against, while 12 abstained...

2020 in Posterity

Jan 5 , 2021

TIGRAY VOTES DESPITE "NULL & VOID" THREAT

Sep 9 , 2020

IN-PICTURE: LAUREATE'S RECEPTION  

Dec 14 , 2019

PM Abiy Ahmed (PhD) at a Gala Dinner Called for the Awarding of the Félix Houphouët-Boigny Peace Prize

May 6 , 2019

Faces, Voices of Addis Abeba

Apr 26 , 2019

Sunday With Eden

Love, Not Blood, Makes a Family

There are moments that quietly expose the prejudices buried inside society. They appear in ordinary places, a hospital corridor, a waiting r...

The Silence That Leadership Can't Keep

A few days ago, I attended a virtual conference in Canada that stayed with me, not because of the agenda...

Life Matters

The Hidden Limits Behind Unlimited Data Plans

A few weeks ago, I found myself reaching for a mobile data package after our home Wi-Fi went down. The el...

Motivation Drops as the Day Begins in Sleepwear

We have all seen the aesthetic. The “work from home” dream usually comes packaged with a plush sofa,...