Breathing new life into a classic brand

The Patrón Spirits Company


A multi-city gallery exhibit, guided presentation and social experience, designed to showcase the “60 hands” involved in Patrón’s handmade production process.

New York
November 2015




of visitorshad an improved perception of Patron


new productslaunched


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.

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