Beer Brand Will Take Over Dracula’s Transylvania Castle This Halloween

Heineken-owned Desperados will host a live virtual event

spooky castle
Beer brand Desperados will take over Dracula's castle this Halloween for a party with a twist. Desperados/Elrow

When the Irish gothic novelist Bram Stoker wrote Dracula in 1897, he couldn’t possibly have foreseen the monumental and lasting influence his book would have on literature, art and movies.

Today, Count Dracula continues to be writ large in popular culture, making an appearance around Halloween when adults and children alike don black capes and fake white teeth and regale in blood-curdling tales of vampires and their hapless victims.

Almost as famous as Dracula himself is the fictional vampire’s rumored abode: a sprawling, gothic fortress of Bran Castle in Transylvania, Romania, which you can visit virtually this Halloween.

Legend has it that Bran Castle may have inspired Stoker’s description of Dracula’s castle in the novel, though there is no evidence the author ever visited the castle. Lots of arguments have been made in favor of other castle’s having been the real inspiration, so we will perhaps never know for certain.

But regardless, Desperados, a tequila-flavored beer brand that’s owned by Heineken and is popular across Europe, is taking over the entire castle for a Halloween party, which will be livestreamed globally on platforms including Facebook, Twitch and YouTube on Oct. 31.

The event, with support from PR firm Edelman, is a collaboration with live music and party producer Elrow. It will be fronted by British DJ and producer Eats Everything, who will play house music as partygoers are shown virtually around Bram Castle. The castle will be decorated with spooky Halloween décor while clowns, zombies and monsters populate the dance floor.

The idea is to allow people to re-live the classic Halloween party spirit without leaving their home, Desperados said in a statement.

a spooky old castle

“Parties provide an unrivalled sense of togetherness that so many people are craving at this time. While social distancing measures remain in place, we want to find ways to reimagine these experiences,” said Diederik Vos, global brand director at Desperados, in a statement. “With Halloween long being one of the biggest and most-anticipated nights in the party calendar, we wanted to take things up a notch.”

“The event at Bran Castle in Transylvania promises to do just that, delivering a unique virtual event from the home of Halloween itself that will enable partygoers to experience the same excitement and thrill, albeit with a twist,” he continued.


@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.
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