Shaken & Stirred - Influential Brand Profiling and Positioning

Bacardi-Martini UK Ltd appoint Five by Five to drive sales and brand engagement for Patrón Tequila

Bacardi-Martini UK has appointed Five by Five to deliver a UK on and off trade activation strategy for its ultra-premium tequila brand Patrón.

Five by Five will be responsible for creating an activation to help drive sales, increase brand engagement and build brand advocacy.

Perfectionist’s competition The new campaign will build on the success of ‘The Perfectionist’s Competition’ a bar-tender/mixologist education initiative devised and executed by Five by Five last December.

This year’s activity is on a larger scale and includes a nationwide bartender competition, trade and consumer event presence and branded partnerships across premium lighthouse accounts in bars and clubs nationwide. Five by Five will deliver key brand activations for the Patrón Tequila brand, integrating with their Global partners.

This includes developing new creative for the UK and rolling out to EMEA and executing events and competitions in line with Patrón’s premium brand. The on-trade campaign launching this month aims to engage and educate bartenders about Patrón. Some of the UK’s most skilled bartenders and creative mixologists will be challenged to create the perfect Patrón cocktail using one of the key Patrón Tequila expressions – Silver, Reposado and Anejo. Entrants will receive a limited edition guide that outlines Patrón’s provenance and quality alongside 10 of Patrón’s favourite cocktails.

This year’s competition will include four regional heats where entrants will compete to win a place at the grand final, held in London in November 2016. 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, Mexico – the home of Patrón and the place where our tequilas are hand crafted in the traditional way from start to finish.

Patrón activations

Patrón will also engage with over 80,000 AB drinkers in premium bars and nightclubs across the country via Brand Ambassador training, as well as featuring at great events, like Tequila Fest, Cocktails in The CIty and London Cocktail Week. Five by Five will be responsible for creating bespoke, modular mobile bar elements which will be used by Patrón to introduce new audiences to the tequila, and its versatility as a cocktail ingredient.

New lighthouse accounts

Five by Five will also work with Patrón to create new lighthouse accounts – which are specially created Patrón spaces in carefully chosen bars and clubs across the UK. These spaces will range from fully equipped VIP areas to Patrón neon bees and branding on the walls.

Steve Bachelor, Patrón Brand Manager from Barcardi-Martini Ltd, comments: “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, said: “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 and spread the message of high quality, mixable, 100% Weber Blue Agave tequila.”