European Brand Platform

Art of Patrón

Many target media, trade and consumers are not aware of the most incredible small-batch craft processes that help make Patrón Tequila.

To help showcase the masterpiece that is inside every bottle of Patrón Tequila, we created the Art of Patrón brand platform and bought it to life in three key cities; London, Paris and Munich.

Designed to engage the trade, and drive consumer trial and understanding, the Art of Patrón provides an ownable platform to tell the layered craft story of Patrón, with flexibility to adapt the concept to each market as appropriate.

The first event in London saw Village Underground transformed into a high-tempo and immersive sound, light, food and cocktail experience. Paris saw Patrón in the 11th Arrondissement turning Atelier Basfroi into an elegant art gallery experience, while the focus in Munich was the top on-trade account for Patrón in the city.

Across each execution, a closely curated guest list of media, trade, cultural influencers and trend setting consumers helped ensure we spoke to the right audience in each city.

The product was central to the experience – from tasting masterclasses, art inspired cocktails from the best local mixologists to live customisation of mini bottles of Patrón for guests to take away.

With over 1300 trade and media influencers already directly experiencing the Art of Patrón, we are currently working with the global team to evolve this concept in 2017 and beyond.

“As longest-standing agency of record globally for Patrón Tequila, THRSXTY are one of our most trusted advisors and very much an extension of our team. They are strategic, creative, excellent in execution and dedicated to delivering outstanding results.”

Matthew Sykes, Marketing Director (EMEA) Patrón Spirits International AG.