Castro and Patino launch drinks marketing firm

Spirits and bar industry experts Erick Castro and Chris Patino have joined forces to launch a “boutique” drinks marketing company in the US.

Erick Castro (left) and Chris Patino (right) will aim to help brands “think differently” through Simple Serve

Simple Serve aims to “fill the void” in a “one-size-fits-all” world of beer, wine and spirits marketing strategies, targeting both trade and consumers.

Castro is founder of the renowned cocktail bars Polite Provisions in San Diego and Boilermaker in New York City. He previously acted as west coast brand ambassador for Pernod Ricard’s Plymouth and Beefeater gin brands.

Patino has worked across various brand ambassador and brand educator roles during his 13-year career in the drinks industry and most recently acted as director of brand advocacy for Pernod Ricard.

Simple Serve will offer “tailor made, advocacy-focused strategies” that include events, educational programmes and social media campaigns.

“Think of us like strategic brand concierges,” said Patino. “With the multitude of new offerings coming to market and a shift in the industry’s trends, it is easy for brands to get lost in the shuffle.”

Castro added: “It’s equally important to identify who your product is best suited for, and then focus on helping them realise why it makes sense.”

Simple Serve – based in San Diego, California – will officially launch on 23 January.