+68% increase in YoY sales.20 international markets.+132% Patrón Silver. +109% Patrón Reposado. +69% Patrón Añejo.2000+ bartenders took part worldwide in 2018.
Tequila Patrón wanted to be the number one premium tequila and change the perception of tequila as a shot drink.
We created the perfect launch – ‘The Perfectionists’ – the search to find the finest bartenders, who can make the perfect cocktail, using the world’s best spirit. Perfectionism, after all, is what bartenders seek every day. The perfect balance of taste profile, presentation and skill to produce the ultimate cocktail.
Brand advocacy was built through ‘The Perfectionist’s Handbook’; a limited edition guide to Patrón’s provenance alongside an invitation to take part in ‘The Perfectionist’s Cocktail Competition’. Entries came in from far and wide and a ‘Perfectionist Yearbook’ was produced ensuring recognition for the finalists.
A glittery Selfridges Christmas window takeover drove consumer’s in store to encourage trial of the ‘Patrónic’.
Starting in the UK, due to its success, it has now been rolled out in 20 countries worldwide since 2016 including Australia.
- 20 international markets across 6 continents.
- +68% increase in YoY sales.
- +132% Patrón Silver. +109% Patrón Reposado. +69% Patrón Añejo.
- 2000+ bartenders took part worldwide in 2018.
“As the World’s No.1 Super Premium Tequila, we at Patrón understand the importance and role that education and advocacy plays in continuing the growth of our brand and the category across international markets. Back in 2015 Five by Five proposed, created and delivered a new programme to inspire, inform and encourage bartenders to showcase the versatility of Patrón in some of the UK’s foremost on trade accounts. It was called ‘Patrón Perfectionists’.
“After the initial launch success in just the UK, and within only four years, the programme and competition has now expanded to 20 countries, across six continents. Over 3,000 bartenders participated last year. It is now, already regarded within the industry as one of the most respected, credible and exciting competitions in the world. One that attracts the finest mixology talent to participate and has played a major role in communicating the versatility of Patrón as well as its quality credentials. To realise our vision it has needed the creativity, ambition and commitment to delivery of our key agency partner Five by Five.”
Matt Sykes, International Marketing Director, Patrón Tequila.