Last month, Heineken released details of a worldwide campaign for Desperados, the group's agave spirit-flavoured beer. Shortly afterwards, the brand's global head, Ligia Patrocinio, talked Global Drinks Intel editor Olly Wehring through the strategy.How long have you been with Heineken?It’s been 14 years this week! I'm originally from Brazil, which is where I started with the company – I was part of the team that launched Desperados in Brazil. Then I moved into global as head of innovation for Desperados. When the craft trend was big in 2014-16, I became global craft beer marketing manager
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