In June 2016 Patrón took 50 of its most important distributors and partners from across the EMEA region to the Hacienda Patrón in Jalisco Mexico.
The objective was to immerse the distributors in the world of Patrón; from touring the agave fields to seeing the production process up close, to inspirational talks and unexpected brand experiences, to galvanise the EMEA distributor teams and help drive sales back home in market.
We took the lead in creative, production and programming across a packed three-day schedule in and around Guadalajara.
The programme included a series of group and break-out sessions over three days as well as best in class brand experiences and Patrón hospitality.
Highlights included presentations from both the global team and partners across the EMEA region, and a very special execution of the Patrón Secret Dining Society to showcase best in class brand experience in a bullfighting ranch in Guadalajara.