Patrón enters the metaverseBy Nicola Carruthers
Tequila brand Patrón has unveiled a new virtual reality cocktail experience in Decentraland.
The move marks the Bacardi-owned brand’s entry into the metaverse. It is described as a ‘natural progression’ for the brand after it created its first non-fungible token (NFT).
“As a leader in the Tequila category, innovation has always been essential to the core of Patrón Tequila which is why we are excited to embark on this unique, virtual journey in Decentraland,” said Kathy Parker, president and global chief marketing officer.
“At Patrón, we celebrate creative communities like the metaverse that bring people together in a digital world. With this new venture, we hope to spark curiosity, creativity and connection this summer while offering our Tequila fans a new way to experience the mastery behind our brand.”
The experience, called Summer Made Sensational: A Patrón Pop-Up Series, is inspired by three of the brand’s cocktails.
The experience will help consumers find ingredients to make Patrón Perfect Paloma, Patrón Silver & Soda, and Patrón Añejo Highball.
A virtual bartender will provide details on sourcing different ingredients to make a cocktail at all three locations – Jazz Club, Flamingos and Metaverse Festival.
Following the successful completion of each quest, participants will head to the next bar to take on a new cocktail mission.
US residents who complete all three challenges will be entered into a competition to win a ‘once-in-a-lifetime’ trip to Punta Mita, Mexico and a ‘rare’ mythic wearable within the metaverse.
In addition to the three cocktail-themed quests, participants will be able to explore limited time pop-ups.
Metaverse users can participate in the Patrón experience through www.patrontequilaverse.com during two consecutive weekends in August (12-14 and 19-21) from Friday 5pm EST to Monday 4am EST.
In June, Bacardi-owned Angel’s Envy created a virtual reality distillery experience in Decentraland.