Global activations: Patrón

The tequila brand Patrón has taken an holistic view of consumer engagement
The tequila brand Patrón has taken an holistic view of consumer engagement

Lee Applbaum, global chief marketing officer of The Patron Spirits Company, talks about the tequila brand's global marketing strategies.


The tequila brand is produced in Mexico and distributed to countries around the world, so it should come as no surprise that Patron has adopted a global approach to its campaigns.

"Our event marketing varies by country, depending on the specific goals for that market. This ranges from basic awareness and trial to driving brand loyalty," says Lee Applbaum, global chief marketing officer, The Patron Spirits Company.

He explains that a country's familiarity with the brand, or the tequila category in general, will underlie the brand's event marketing strategy. "Outside the US, most of our events are focused on creating energy and excitement around our brand ethos with consumers, worrying less about the more sophisticated nuances of artisanal tequila production.

"We've taken a more holistic view of consumer engagement, balancing the need to entertain guests with the brand goal of better educating the tequila drinker," Applbaum explains.

The brand launched its Art of Patron event series in London last month, and is set to host musicand art-focused gigs in cities across Europe in due course.

It seems this is just one of many global activations for the brand. "We execute a variety of events globally, but clearly there is a focus on some of our key markets, such as the UK, Australia and Mexico, and more broadly across the EU," says Applbaum.

"Even if a specific country is not a focus market from an event activation standpoint, the content collected at the event is syndicated across our social media ecosystem, which ultimately benefits the brand globally."

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