Repositioning Digital Brand | Patrón Tequila

How do you make digital feel handcrafted?

Background

To accelerate growth, Patrón needed to unlock customer perceptions that the brand was only about one thing: shots. With not much of an online following and a digital presence in need of an overhaul, the brand needed to evolve and convince people to enjoy the spirit in other ways.

Consumer perception of Patrón needed to change.

Adrian Parker
VP Global Marketing • Patrón

Journey

For over 5 years, we’ve helped transform Patrón into best-in-class digital marketers. We began by redesigning Patrón’s website into a sleek, user-friendly design. Since then, our breadth of work has ranged from experiences like Patrón Cocktail Lab to The Margarita of the Year contest, a massively successful campaign that saw more than 4 million votes being cast online. We produced 62 Hands, a brand anthem spot that showed the journey of a Patrón bottle from Jimador to bartender to customer – 60 hands to make the bottle, 2 hands to drink it. More recently, we’ve focused on expanding Patrón’s partnerships with delivery and DIY cocktail kits including Drizly, Cocktail Courier, and MikMak.

Patrón bottles in Cocktail Courier package — Cocktail Courier

We worked with consumers, mixologists and Patrón to build a digital ecosystem and innovation platform that connects, educates and engages.

Michelle Whitman
Group Creative Director • Razorfish

Outcomes

We’ve helped Patrón catapult from outlier to the number one most mentioned spirit in the world with an unprecedented level of Brand Awareness (96%), Recommendations (79%), and Brand Loyalty (55%). In 2020, Patrón recorded its most profitable year in the company’s history.

Our unique blend of innovation and storytelling has helped drive global demand, increasing overall sales volume by 30% from 2.4 million cases to 3.2 million, making Patrón the experience/digital leader and a top 5 global brand in the alcohol category.

Our work is a key piece of the brand’s growth and has led to additional work within Bacardi, notably on Grey Goose Vodka, as we apply our learnings on Patrón to create even more contagious ideas that transform the customer experience.

30% increase in overall sales volume since partnering with Razorfish
4M votes cast in our Margarita of the Year competition
#1 Patrón just recorded its most profitable year ever in 2020

To be entrusted to work on this collection of Bacardi brands is an honor.

Jessie Bloede
Sr. Client Partner • Razorfish

Awards

Patrón Cocktail Lab has won numerous design and UX awards, including:

OMMA Award

Wearables / IoT Platform
MMA The Smarties

Winner in Enabling Technologies – Innovation + Mobile Audio
Shorty Awards

Silver Award in Emerging Platform
AME Award

Bronze in Products & Services, Alcoholic Beverages

Patrón.com has also won numerous design and UX awards, including:

Webby Awards

Honoree, Best use of photography
W3 Awards

Best in Show for Branding
W3 Awards

6-time winner in: Innovation and Experimental, Mobile, Consumer Goods, Marketing, Food & Beverage
Austin ADDY Awards

GPS & Location Technology, Website Responsive Design

What are people saying?

Patrón Margaritas to your door for Cinco de Mayo from Cocktail Courier!

@FoodingForFun
I don’t drink but this ad is amazing...I’ll go buy some Patrón and take one for the team.

@Klaxz
Best contest ever!

@alisonuncorked
(on Patrón Margarita of the Year)