Patrón becomes first booze brand you can order on InstagramBy Lucy Shaw
Ultra-premium Tequila Patrón has become the first alcoholic drinks brand that you can order via Instagram.
As reported by Ad Week, the pioneering brand has partnered with social video commerce agency MikMak to allow adult Instagram users in 48 US states to buy bottles of Patrón by swiping up on an advert in Instagram Stories.
The purchases are processed by third-party partners Drizly, Instacart and ReserveBar. To ensure the brand isn’t sold to minors, buyers will have their ID scanned when the product is delivered.
The two Instagram Stories adverts through which people can buy the brand focus on education around Tequila and the experience of drinking Patrón.
The move is illustrative of Instagram’s evolution into becoming a shopping platform as well as a photo sharing app.
“For us, it’s really about using modern tech to tell a handcrafted story,” Adrian Parker, Patrón’s global vice president of marketing, told Ad Week.
“We’re a Tequila company and not a technology company. This is just the beginning, one little step into the future of how you’ll engage with spirit brands,” he added.
MikMak provides Patrón with insights into who is swiping on the ad and their average order value.
“Instagram is becoming the new digital shelf. It’s where product discovery is happening, and not just around fashion and beauty,” MikMak’s founder, Rachel Tipograh, told Ad Week.
Patrón hopes to make 20% of its business ecommerce in the next 10 years and is currently exploring ways to connect with consumers through augmented reality.