Why Beer Brand Desperados Is Planning for Hybrid Events Even After the Pandemic Ends

Through its 'Go Desperado' platform, the Heineken-owned brand is pushing innovation

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From virtual raves in Dracula’s castle to holograms allowing customers to attend virtual DJ sets to save shuttered bars and nightclubs, tequila flavored-beer brand Desperados has been on a learning curve of digital innovation.

Over the last year, the Heineken-owned brand has followed others in learning how to overcome the physical restrictions on in-person events. Now, it plans to continue with virtual elements, having seen the scale that can be achieved in audience participation. The brand is growing internationally while engaging consumers virtually through new digital initiatives, according to Rutger van der Stegen, Desperados’ global head of marketing.




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