Patrón Tequila launches Margarita perfection campaignBy Phoebe French
To mark International Margarita Day on 22 February, Tequila label Patrón is launching a month-long series of activities to celebrate the popular cocktail.
A survey conducted by Patrón owner Bacardi last year found that lockdown and the rise of at-home drinking had further cemented the popularity of the Margarita.
In its own survey with market researcher OnePoll, Patrón found that while well-liked, Margaritas were considered among the five hardest cocktails to recreate at home. Its study found that three-quarters of British consumers needed a detailed recipe in order to make the drink.
Patrón’s new campaign aims to inspire drinkers to recreate variations of the Margarita, and sees the brand partner with different bars across the UK to deliver kits and recipes to people’s homes.
Patrón has collaborated with more than 30 bars as well as cocktail delivery platform The Drinks Drop to devise 30 twists on the classic cocktail as part of Margarita Month. Consumers can choose their favourite expression and have it delivered. For each sale, Patrón will donate £1 directly to the bar that created it.
The Tequila maker has also collaborated with mixologists Ago Perrone and Giorgio Bargiani of The Connaught Bar in London to devise the Magarita Collection, which will also be available to buy on The Drinks Drop platform. As part of the collection, Perrone and Bargiani have created the Omega, featuring new textures for the key flavours of the traditional serve.
Patrón has also collaborated with cocktail bible The Difford’s Guide to create bespoke kits that create 15 Margaritas. The kits include a bottle of Patrón Silver Tequila 700ml, a 350ml bottle of triple sec, six fresh limes, a bottle of agave syrup, a bottle of Difford’s Margarita bitters, an easy jigger and two Patrón Margarita coupe glasses.
Finally, Patrón is also promoting the Margarita on its UK Amazon brand store the Patrón Pantry. It is selling cocktail ingredient bundles, which include recipe cards and how-to-make videos and tips from previous Patrón Perfectionists winners.
Matt Sykes, senior director of global Marketing at Patrón Tequila, commented: “The Margarita is one of the most popular cocktails around the globe. As the world’s first super-premium tequila brand to transcend the category, we are committed to heroing this drink in all its versatility.
“On International Margarita Day, we are going to offer consumers multiple ways to enjoy perfect Margaritas at home. With the help of key trade partners, we will unlock the best tools to do so, while we also support the bartending community by keeping their brilliant work forefront of our activities”.