Amigos is up 192% in the off-trade (Nielsen, year to September 2012) – part of a wider movement that has seen spirit-flavoured beers grow 65% in volume.
Global Brands hopes the new 33cl bottle will “further accelerate Amigos’ impressive rate of sale”.
Marketing director Simon Green said: ““Increased consumer demand for products that offer new drinking experiences and refreshment has made Amigos the trade’s fastest growing tequila flavoured beer.
“Spirit Beers are on track to be one of the trade’s most profitable categories because they offer a point of difference and they’re grabbing consumer attention to the point where, when stocked, they outperform traditional lagers.
“The brands that continue to invest and innovate are the ones that will succeed, and our new bottle strengthens Amigos Tequila Flavoured Beer’s quality credentials whilst enhancing the synergy with all wider brand communication.”
Amigos has gained traction through sponsoring ITV2 comedy plebs and England football matches at 2014 World Cup Qualifiers.