Patrón Paloma Week to boost Tequila sales this summerBy Jessica Mason
Bacardi is launching the UK’s first-ever Patrón Paloma Week in bars across London and Manchester from 23-30 August.
A selection of bars across the two cities are set to serve their own special take on the Patrón Paloma, alongside complementary food pairings on selected nights.
The inaugural Patrón Paloma Week includes a takeover of the UK’s biggest nightlife app, Dusk, and is predicted to see more than 3,000 Tequila and grapefruit cocktails being enjoyed by Londoners.
Bacardi will also provide bars with social media assets to help them promote the event as well as supply each venue with Patrón Paloma kits to help bartenders create perfect serves.
“The Tequila category is on fire right now – and the Patrón Paloma is particularly hot,” said Claire Presland, brand director for Patrón Tequila, Western Europe and Australia. “It’s the perfect time to tap into this growing trend with our first-ever Patrón Paloma Week, and it’s fantastic to be supporting our partner bars with the tools they need to make the Paloma a real hit on their cocktail menus this summer.”
On top of serving the classic Patrón Paloma, made with a mix of Patrón Reposado Tequila and premium grapefruit soda, Bacardi has called on participating bars to create a Paloma with their own signature twist to give customers variations to enjoy.
Venues taking part in London include: Hacha, Café Pacifico, Homeboy, Annabel’s, Satan’s Whiskers, Maison Bab and London Cocktail Club in Bethnal Green, plus a selection of bars offering complementary Patrón Palomas on the Dusk app.
In Manchester, participating bars include: Freight Island, Ducie Street Warehouse, Motley, Crazy Pedros, El Capo, Washhouse, Cottonopolis, Luck Lust Liquor and Burn.
“The event will give bar goers the opportunity to further discover and embrace this trendy cocktail in all the creative variations designed by the talented UK bar trade. We cannot wait to see this week become a much-awaited moment for cocktail lovers in the years to come,” added Presland.
The activation forms part of Bacardi’s ongoing #RaiseYourSpirits initiative, which sees the company helping its on-trade partners boost revenues and footfall during the challenging reopening period.