From Memorial Day through Labor Day, Patrón Spirits’ bar-on-wheels will allow consumers to engage with a highly customized touch-screen interface that will help serve up Patrón cocktails, perfectly tailored to their tastes.
Across the Atlantic, a specially designed “Patrón the summer” airstream will travel the length and breadth of the U.K, delivering Patrón summer cocktails crafted by celebrated local bartenders in each town.
In advance of this summer’s tour, Patrón conducted extensive research that analyzed consumer behavior in 100 different markets across the world. Using insights gathered from FourSquare and social media listening tools, the team identified patterns around the most commonly ordered drinks.
From there, they crafted 30 new tequila cocktails using a range of Patrón expressions – all of them perfected to match the preferences of the respective markets where Patrón will visit this the summer. Each cocktail has a story about its inspiration, how it evolved, and the data behind it. The cocktails will be available at each festival and for home-bartenders online via PatrontheSummer.com.
“The thirst for handcrafted, ultra-premium tequila is thriving across the globe,” said Lee Applbaum, Global Chief Marketing Officer at Patrón Spirits. “While many summer cocktails are traditionally created with white spirits such as vodka or rum, tequila has a versatile flavor profile that enhances those cocktails in a new way. Consumers and bartenders alike are broadening their appreciation for the agave flavor of tequila and mixing cocktails that are different and reflective of their own backgrounds and taste preferences. This summer, we took a close look at local cocktails and why they are so beloved by their communities, putting our Patrón spin on them around the globe.”