- Patrón has partnered with global music platform Boiler Room for a series of events and content, per a press release.
- The Bacardi-owned tequila brand will sponsor events in Ibiza, London and Los Angeles. Each event will include a custom content series featuring behind-the-scene interviews with headlining artists.
- The cultural play allows Patrón to attach with underground music fans all over the world because it looks to spice up its premium bottling, Patrón El Alto.
Patrón is making a play to have interaction music fans by becoming the official tequila of Boiler Room, a platform that organizes nightlife events all over the world and broadcasts them as livestreams. The brand and platform share a focus on craftsmanship, authenticity and memorable experiences, per a press release.
“Patrón Tequila’s journey through music has thrived for greater than three many years — we’re not only observing the scene, we’re actively influencing it,” said Roberto Ramirez-Laverde, global senior vp of Patrón Tequila, in a press release.
Patrón, introduced in 1989 and purchased by Bacardi in 2018 for greater than $5 billion, has maintained its position in pop culture and been mentioned in greater than 400 songs, from hip-hop to country and beyond. Since its founding in 2010, Boiler Room has remained a fixture of underground music scenes across the globe, archiving greater than 8,000 performances on a platform that receives greater than 283 million streams per thirty days.
Patrón will sponsor events in three nightlife hot spots, starting with Ibiza on Aug. 14. The event will feature multiple DJs and span amapiano, afro house, dembow and champeta music, talking to the worldwide sounds favored by dance music fans. To extend the events beyond in-person attendance and livestream broadcasts, the brand will produce content series featuring the headlining artists.
The events will feature Patrón bars, custom cocktails menus and its premium Patrón El Alto product. The prestige tequila category of which El Alto is a part is projected to double in size this yr, per details shared by the brand. That growth trend has continued for years, with volumes of super-premium tequila and mezcal growing greater than 1,500% since 2003, in accordance with the Distilled Spirits Council.
Tequila brands including 818 Tequila, Lobos 1707 and Don Julio have focused on pop culture and technology to differentiate their products. Likewise, Patrón sister brand Bombay Sapphire teamed with pop star Rebecca Black for a South Beach DJ set for its “Tastes Like It’s Friday” campaign.
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