Desperados launches La Fábrica: a new platform for bold experimentation

Desperados – the beer flavoured with Latin spirit – has unveiled its new home for bold experimentation: La Fábrica.

Built to create and test ideas at the intersection of beer and culture, La Fábrica – literally translated as “the factory” – is where Desperados will let its imagination loose. It will bring together brewers, creators and communities to reimagine nights out for a new era of socialising.

Experimentation won’t be limited to what is in the bottle. Alongside category breaking product innovations, new flavour profiles and formats, La Fábrica will produce collaborations, wearables, and one-off creations designed to exist in the moments where its audience shows up – from festivals to late-night dancefloors. Every innovation is designed to help consumers let loose their way, free from judgement.

Designed to be an open-sourced innovation platform, consumers will play an active role in shaping what comes next, with ideas tested live and evolved through real-time feedback – turning La Fábrica into a laboratory of ideas, powered by the crowd.

La Fábrica launches with Freeze and PICO.

Freeze is a bold new experiment that brings a fresh, frozen twist to Desperados and instantly turns up the vibe. It’s the same Desperados consumers love, but transformed into an ice cold slush that dials up refreshment and fun – perfect for summertime and sun soaked moments. Launched in four flavours – Original, Mojito, Tropical Daiquiri and Red Caipirinha.

PICO is a tiny bottle with big flavour and attitude. It combines the kick of Latin spirits, the smoothness of Desperados beer and a flavourful hit of fruit. Available in three electrifying flavours – Cactus & Lime, Hibiscus & Pomegranate, and Mango & Passionfruit – all with 12% ABV, PICO will be a go to spark for peak energy moments.

Ligia Patrocinio, Global Head of Desperados said, “Desperados has always stood for breaking rules and bringing unexpected energy to beer. La Fábrica takes that spirit further than ever before.This is our playground for experimentation – where we create bold new experiences for a new generation of consumers. They expect brands to collaborate and La Fábrica brings the audience inside “the factory”. Some ideas will scale, others will stay exclusive to the moment – but all of them are about pushing boundaries and helping people let loose, free from judgement.”

La Fábrica is a global platform but is designed to be locally relevant, popping up in European markets including France, UK and Spain, through physical experiences via Desperados’ long-term partnership with Elrow or local sponsorships.

Each location will act as a hub for experimentation – inviting consumers to step inside, try what’s new, and help shape the future of Desperados.

Consumers will be able to find the first expression of La Fábrica and try Freeze and PICO at Elrow Madrid on 1st May.

About Desperados

Born out of wild experimentation twenty years ago, Desperados dared to brew the world’s first Latin Spirit Flavoured Beer. Ever since, we’ve been rewriting the rules and igniting the party spirit through wild experimentation around the world.

About HEINEKEN

HEINEKEN is the world’s most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through “Brewing a Better World”, sustainability is embedded in the business.

HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ over 90,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries.

Source: Desperados / HEINEKEN