Breathing new life into a classic brand
The Patrón Spirits CompanyAficionados
A multi-city gallery exhibit, guided presentation and social experience, designed to showcase the “60 hands” involved in Patrón’s handmade production process.
3.5k
influencersattended
80%
of visitorshad an improved perception of Patron
4
new productslaunched
200
new cocktailscreated
A story of perfection
Patrón Tequila wanted to reaffirm to the trade its market leader position in distribution, brand value and overall quality in key markets across the US.
Educating, mentoring, socialising
We created the exclusive Patrón Aficionados program, which hosted mixologists, store owners and bartenders across the US and educated them on Patrón’s artisanal production process. The program told the story of this ultra-premium tequila and showcased that while it is mass distributed, it is not mass made.
Value for the audience
The audience were able to enjoy and experience rich with content and education, as well as taste from a choice of 200 new tequila cocktails.
It takes sixty hands to make one bottle of the world’s finest ultra premium tequila.
Ed Brown
Chief Executive Officer
Value for the brand
Following the experience, the main value for Patrón came from the improved customer perception of the brand, with 80% of visitors leaving with a more favourable opinion.
Interested in learning more?
How can Visa resonate with Gen Z and younger audiences?
VisaLive at le Louvre
By bringing the world together through music and art in a culturally impactful brand moment.
As Paris got ready to host the 2024 Olympic and Paralympic Games, Visa kick-started the summer with its first-ever concert in one of the world’s most iconic locations, The Musée du Louvre.