Bacardi-Martini appoints Five by Five to drive UK brand engagement for Patrón

Bacardi-Martini has brought in agency Five by Five to deliver its UK on and off trade activation strategy for premium tequila brand Patrón.

The Patrón Yearbook
The Patrón Yearbook

Patrón worked with Five by Five on its inaugural Perfectionist’s Competition last year.

This year the competition to find the best tequila mixologists will be on a larger scale, with four regional heats and a grand final in London in November. The four ‘Perfectionists’ reaching the 2016 final will feature in the 2017 Patrón Yearbook and the overall winner will receive a once-in-a-lifetime trip to Patrón Hacienda in Mexico – the home of Patrón.

In addition the brand will host a series of consumer activations at key events such as Tequila Fest, Cocktails in The City and London Cocktail Week. Five by Five will create several special Patrón spaces in selected bars and clubs across the UK, ranging from fully equipped VIP areas to Patrón neon bees and branding on the walls.

Steve Bachelor, Patrón brand manager from Barcardi-Martini, said: "Following our successful 2016 campaign where we achieved 18% year-on-year volume growth across our whole portfolio, we wanted to work with Five by Five again to build on this and achieve a bigger and better Perfectionist campaign for 2016-17."

Matthew Sykes, director of marketing (EMEA), Patrón Spirits International, added: "It’s important that we have a strong UK activation partner for Patrón to help us effectively build the brand in one of the world’s most important drinks markets."

Read more about Patrón's global marketing strategy here.

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