How Patrón is educating people on the versatility of tequila

Patrón aimed to raise the profile of its premium tequila brand at London Cocktail Week.

Speaking to Campaign during the event in Spitalfields last week, Matthew Sykes, director of international marketing at Patrón Spirits, explained that the brand wants to change the perception of the drink as a shot taken with salt and lime.

He added: "This experience aligns with what we are trying to do with a global perspective. It’s bringing to life a lot of work that we do through social media."