Patrón Aficionados
Medium
Events & Exhibits
Role
Creative Producer
Category
Experiential Marketing
Challenge
Patrón Tequila sought to reaffirm its leader position in quality, distribution, and brand value in key US markets.
Would spotlighting Patrón's unique artisanal approach breathe new life into this classic spirits brand by changing the trade’s perception of it as a mass-produced product?
Process
Patrón is crafted in small batches in Jalisco, Mexico. From start to finish, one bottle is made by no fewer than 60 hands.
From the harvesting of Weber Blue Agave to the signing of each bottle, even the copper stills used for distillation and the barrels used in the aging process are handmade.
Imagination, an award-winning global experiential agency, designed and produced a multicity gallery exhibit, guided presentation, and social experience that showcased the "60 hands" involved in Patrón’s traditional production process.
Solution
The exclusive Patrón Aficionados program offered a sensorial exploration of Patrón, hosting mixologists, bartenders, and venue owners across the US.
These events brought this ultra-premium tequila’s story to life by centering the brand’s history, craft, and quality.
80% of visitors had an improved perception of Patrón
3,500 influencers attended
4 new products launched
200 new cocktails created
