With Nigeria’s love for vibrant rhythms, infectious energy, and bold cum unforgettable entertainment experiences, the world’s first tequila-flavoured beer, Desperados, is set to redefine social experiences across the country with its exciting new campaign, dubbed, Beer with a Latin Vibe.

Spearheaded by Latin Grammy-winning producer, Ovy On The Drums, who is known for shaping the sound of Latin music worldwide, the campaign launch saw a new generation of drinkers immerse themselves in a fusion of Latin American flair and Nigerian swag.

At the heart of the campaign is Guao Guao, an exclusive new track by the Colombia-born record maker, featuring Venezuelan rapper, Micro TDH. Inspired by the spontaneity and vibrancy of Latin culture, the song serves as a global anthem, encouraging drinkers to break free from the ordinary and embrace the unexpected.

The campaign is the first output under tequila-flavoured beer’s new positioning, which sees the brand target millennial and Gen Z audiences through a multitude of culturally-relevant passion points. With this particular audience living in a world that is more overly rational than ever, this cross-channel approach has been inspired by the brand’s belief that a life constrained is a life unlived.

With the global rise of Afrobeats and its fusion with international sounds, Nigeria’s dynamic music scene is a natural fit for the beer with a Latin Vibe movement. The campaign taps into this shared energy between Latin and African cultures, creating a bold new way for Nigerian consumers to experience Desperados.

As part of the campaign, Desperados has also launched the Global Desperados Dance Challenge, inviting fans and creators worldwide to showcase their best moves to Guao Guao. In Nigeria, local creators and dancers will bring their unique styles and energy to the challenge, fusing Latin rhythms with homegrown creativity. The challenge, set to go viral across social media platforms, is designed to celebrate self-expression and push the boundaries of playful experimentation.

Commenting on the campaign, Portfolio Manager, Beyond Beer, Sampson Oloche, said: “This campaign embodies the bold and adventurous spirit of Desperados. By blending the infectious energy of Latin music with the vibrant social culture of Nigeria, we are creating a movement that encourages people to embrace spontaneity, live freely, and celebrate in their own way.”

He added that the “Beer with a Latin Vibe” campaign will roll out across multiple consumer touch points, incº