Heineken's tequila-flavoured lager Desperados in live music pub promotion

Targeting 18 to 24-year-olds, the Heineken-owned brand will sponsor live performances in up to 400 selected outlets. Desperados branding, including art installations on large canvasses, will feature heavily.

In addition, Desperados will host its own stage at three major UK festivals: Parklife Weekender in Manchester (9-10 June); Relentless Boardmasters in Newquay (10-11 August), and Relentless Freeze in Battersea, London (26-27 October).

The activity will coincide with the launch in July of a new website designed for sharing Desperados content from music and sports ambassadors around the world.

The site will feature Desperados parties and events from other countries as well as a short film.

Jason Wills, senior brand manager for Desperados and Tiger at Heineken UK, said: “As a team, we continuously seek to stretch engagement with our Desperados audience through amazing real world experiences – and then share those experiences with the widest possible audience within our target group.”