Patrón partners with bars on Margarita Perfection pushBy Nicola Carruthers
Ahead of International Margarita Day next week, Bacardi-owned Patrón Tequila has launched a month-long campaign to celebrate the classic cocktail.
To mark International Margarita Day on 22 February, Patrón has launched the Margarita Perfection campaign in collaboration with on-trade platforms and industry experts.
A survey by One Poll and Patrón found that the Margarita is one of the most popular drinks to make at home, however it is also thought to be one of the hardest to create.
The survey noted that 75% of British drinkers are unable to make the drink without a detailed recipe. Patrón said the many twists of the cocktail that exist appear to hold consumers back from getting the recipe right. As such, the new campaign aims to offer perfect serves created by partner bars across the UK.
Matt Sykes, senior director, global marketing at Patrón, said: “The Margarita is one of the most popular cocktails around the globe. As the world’s first super-premium Tequila brand to transcend the category, we are committed to heroing this drink in all its versatility.
“On International Margarita Day, we are going to offer consumers multiple ways to enjoy perfect Margaritas at home. With the help of key trade partners, we will unlock the best tools to do so, while we also support the bartending community by keeping their brilliant work forefront of our activities.”
As part of the campaign, Patrón has partnered with 30 UK bars and cocktail delivery service The Drinks Drop. There are 30 different Margaritas available to order, with £1 (US$1.40) from the sale of each cocktail going directly to the bar that created it. Each cocktail is priced at £7.50 (US$10.50).
Patrón has also teamed up with The Connaught Bar in London on creating the perfect Margarita. The Connaught’s Ago Perrone and Giorgio Bargianai have designed their version of a perfect Patron Margarita. The serve is available on the bar’s Of the Moment seasonal menu and can be ordered for home delivery.
The bottled cocktails comes in three variants made with Patrón Silver, Reposdado and Añejo, and are priced at £35 (US$48.80) for the collection. All of the profits will be given to industry charity The Drinks Trust.
The Tequila brand has also created bespoke cocktail kits in partnership with Difford’s Guide. Each set contains ingredients for 15 serves and is priced at £74.95 (US$104.50). Buyers will also receive an invite to a virtual Margarita-making masterclass on 31 March, hosted by Patrón UK ambassador Gianluca Pavanello.
In addition, the Patrón Pantry on the UK Amazon website offers shoppers Margarita recipes and tips from Patrón Perfectionists competition winners.
In Australia, the brand has partnered with 126 bars to offer a complimentary Patrón Margarita. Meanwhile, in Mexico, Patrón is working with celebrity chef Ana Martorell on a kit that can make dishes to pair with Margaritas. Purchasers of the set can join Matorell for a virtual masterclass. Partner venues in the country will also offer Patrón Margarita cocktails for delivery, while Amazon will sell limited edition Margarita kits.