To celebrate International Margarita Day (February 22), Patron has launched its Margarita Perfection campaign in collaboration with bars and industry experts. The collaboration between the premium Tequila brand and on-trade partners comes after a survey by One Poll and Patron found that Margarita are one of the most popular cocktails to make at home, but is also considered to be one of the most difficult to create.
According to the survey, 75% of British drinkers are unable to make the drink without a detailed recipe. Patron thinks its the variety of twists on the classic Tequila cocktail that keep consumers from nailing the recipe. Therefore, the new UK campaign aims to offer perfect serves created by bars across the nation.
“The Margarita is one of the most popular cocktails around the globe,” said Matt Sykes, senior director, global marketing at Patron. “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 Margarita Perfection campaign, Patron has partnered with 30 bars across the UK and cocktail delivery service The Drinks Drop to make 30 different Margaritas available to order, with £1 from the sale of each cocktail going directly to the bar that created it. Each cocktail is priced at £7.50.
Patron has also teamed up with The Connaught Bar in London to create 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 come in three variants made with Patron Silver, Reposdado and Añejo, and are priced at £35 for the collection. All of the profits will be given to industry charity The Drinks Trust.
In addition, the Patron 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.