After research* revealed exactly what frustrates 18-34 years olds most on a night out (below), Desperados, Skream and Elrow held an Epic House Party on Saturday 7^th September at London’s newest venue, Magazine, that used technology to wave goodbye to those party frustrations.

The research found that:

• 74% believe that partying unites people, so Desperados decided to throw an Epic House Party to bring people together.
• With 84% of millennials saying they feel welcome in London, Desperados chose the UK’s capital city to host its most welcoming Epic House Party.
• With over 50% wanting to experience an epic one of a kind party from their nights on the town, Desperados gave partygoers their moment to shine by introducing the Human Mirrorball! Georgina Steele from the UK, dreamt up the idea and was elevated as the Human Mirrorball herself on the dancefloor 12 metres above the crowd!
• Partygoers find long queues for drinks the most annoying part of a night out, with 77% saying it’s frustrating. To make sure no party time is wasted, Desperados invited an eight-armed barman to serve up the drinks. This idea was imagined by Rob Zwart of the Netherlands.
• 72% find spilling their drink on the dancefloor on a night out frustrating. In response, Desperados created a specially designed robotic hands-free Desperados arm, dreamt up by Kevin Odirile Setlhare from South Africa.

Across 2019, Desperados challenged consumers to enter their party ideas through social media using #WeAreTheParty, bringing the most epic ones to life. Some of the other ideas present at the Epic House Party included:

• Feel the Music: Some people are often excluded from the music on nights due to their disability e.g. the hearing impaired. To help these partygoers have the best experience, Desperados helped London-based duo ‘Deaf Twins’ Hermon and Heroda ‘feel the music’ through custom built haptic jackets.
• Friendly security: How many times have you been turned away by a grumpy bouncer, well Desperados and partygoer Risky Road found the most friendly person to welcome guests… and who’s more friendly than your grandma?! Enter London-based streetwise granny, Grime Gran, who greeted guests with smiles and laughs to get the party started.
• See the Stage: We can’t all be 6ft tall… and jumping up and down constantly to see the stage can be a real pain, so Desperados brought to life an idea from Laurentine Van Landenghem from Belgium so partygoers didn’t miss out on a thing.

As guests swung from the ceilings in a human glitterball and were shot out of a cannon to make their entrance, the message was abundantly clear: the future of partying has arrived.

*Survey of 1,000 British 18-34 year olds by Markettiers, August 2019 

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Desperados invite festivalgoers to trial a complimentary, unique body marbling experience at selected UK festivals this summer.

The Desperados Paintworks festival activation, developed by award-winning creative agency Twelve, will welcome those who dare to express their creativity with UV body art throughout the day and offer free samples of the refreshing taste of beer with a kick of tequila.

Paintworks launched at We Are FSTVL, encouraging festivalgoers to ignite the festival spirit by creating their own body marbling pattern with the distinct vegan-friendly organic paints. Once the sun sets, the patterns comes to life with the UV paint radiating amongst the crowds, allowing partygoers to enter a colourful world this festival season.

Paintworks is part of Desperados latest campaign, establishing them as an iconic party beer for a new generation of festivalgoers. Desperados will be activating this experience at BoomTown (7th-12th August), Elrow London (17th August) and South West Four Festival (24th-25th August).

Festivalgoers can share their body marbling experience on social media using #WeAreTheParty @Desperados.

Izabela Glodek, Brand Director for Premium Beers at Heineken UK, said: ‘As the original tequila-flavoured beer, Desperados has always stood for wild experimentation and creativity. And 2019 will be no different with Desperados Paintworks igniting the party with unique body marbelling that will illuminate festivals and create epic party moments for the thousands.’

Amy Ritchie, Client Services Director at Twelve, said: ‘Festivals are an opportunity for people to escape and live their alternative lives. Where they dance into the night with strangers, dress up in clothes they otherwise wouldn’t, put on their glitter and party paint. Desperados Paintworks taps into these key need-states for festivalgoers elevating and igniting their night.’

You can see the video showcasing body marbling here: https://edelmanftp.box.com/s/vczp4wjmcelrm7bz7dz2kjjgn4ynromq

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Desperados reached new levels of wild experimentation once again by redesigning the concept of a house party and proving amazing things can happen when you unplug and let go. This is the first event of ‘Epic Parties Imagined by You’, a yearlong series of acts where Desperados looks to consumers to ignite the party spirit by collecting their ideas and bringing the most epic ones to life.

The party was imagined by Karolina Gilon from Poland, who felt phones were negatively affecting the way people socialise and party, a complaint that is mirrored by many in the industry. With people spending an average of 3 hours and 43 minutes per day on their phones each day, there is a growing trend of ‘unplugged’ parties, where phones are simply banned or locked away.

Desperados encouraged partygoers to embrace the unknown by giving up their phones, resulting in a wild and distraction free party experience. Linked together, 2,000 phone screens created the largest ever video light show at a house party, playing synchronised animations to the music and changing the perspective of the apartment through abstract-shaped footage.

Karolina Gilon, Instigator of the Party Idea, said: “By removing phones from the equation, Desperados turned everyone’s attention to the dance floor and the epic house party. I also loved reliving the experience the following day without having the need to reach for my phone to share my experiences.”

Bert, from the DJ duo Last Robots, said: “When people are constantly on their phones taking photos and videos, it impacts the vibe – especially for the DJ.”

iRobot, the other half of the duo, said: “When you play at a party like this without phones you really notice the difference – it’s next level.”

‘Epic Parties Imagined by You’ is a wild experiment whereby Desperados is creating a series of co-created parties culminating in the first crowd sourced party imagined by partygoers worldwide, YourFest. The co-created series of events helps Desperados move the party world forward creatively, by uncovering what people want from festivals and house parties, as well as the journey to the party, bars and clubs. Consumers can share their party ideas on Facebook, Instagram and Twitter using #WeAreTheParty.

Diederik Vos, Global Brand Director and Chief Party Curator at Desperados, said: “Born out of wild experimentation, we have a bold mindset which led us to push the boundaries when dreaming up our latest series of acts. Our goal was to ignite the party spirit with creativity and experimentation, but we wanted to give partygoers around the world the opportunity to shape their own party adventures. This led us to co-create a series of epic parties and festivals imagined by partygoers.”

Desperados wants partygoers to enjoy guilt-free partying, so in addition to partygoers’ phones, the LED wall used phones sourced from a phone recycling company, Moby, as well as iPadRental.pl.

This party is the latest act from Desperados, following a series of unique acts in music and partying. Techno and house aficionado Seth Troxler created an exclusive track for the party series and will headline YourFest in September.

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Heineken has launched an on-pack promotion for its Desperados tequila-flavoured beer which highlights the brand’s sponsorship of three of the biggest music events taking place across the country.

Until the August 24 of 2017, shoppers will have the opportunity to win weekend tickets to Parklife, Boomtown and Bestival, plus VIP passes to the Desperados Clubhouse. The clubhouse will give consumers the chance to party like a VIP with Clubland legends from around the UK at intimate gigs.

To enter, consumers have to buy a promotional multipack of Desperados and find the unique code printed underneath bottle caps and then enter it at www.desperados.com/clubhouse.

There are 26 pairs of weekend tickets to Parklife (June 10 – 11, Manchester) with VIP access to the Desperados Clubhouse, plus one night’s accommodation in Manchester and breakfast. There are 35 pairs of weekend camping general admission tickets to Boomtown (August 10 – 13, Winchester) with Clubhouse access. Finally, there are 40 pairs of weekend camping tickets to Bestival (September 7 – 10, Lulworth Estate, Dorset) with VIP access to the Clubhouse.

With 100’s of prizes up for grabs in the nationwide festival giveaway, stockists of Desperados are set to benefit as demand for the brand, which has already seen a value increase of 9.6%[1] in the past year, soar.

Toby Lancaster, category and shopper marketing director at Heineken, says: “We know that shoppers spend an average of £9.79 on beer and cider with a specific occasion in mind, so on-pack promotions which offer exciting and aspirational prizes can help retailers add real value to their offering and drive sales. We also know that Desperados is particularly popular with younger shoppers who are more likely to be hitting the festivals this summer. So, to not miss the beat, retailers should ensure their chiller is stocked up with these limited-edition packs for shoppers looking to celebrate festival season in true Desperados style.”

Desperados’ on-pack promotion is featured across 3-pack 330ml bottles, as well as 12-pack 250ml bottles. All are available now.

Desperados is an official sponsor of Parklife, Boomtown and Bestival.

Headquartered in Edinburgh, Heineken is Britain’s leading cider and beer business and also owns 1,049 pubs through its Star Pubs & Bars business. Its portfolio of brands includes Foster’s, Heineken, Strongbow, Desperados, Kronenbourg1664, John Smith’s, Bulmers, Amstel, Birra Moretti and Old Mout, plus a full range of niche and speciality brands.

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