Yakusan were tasked to develop the creative and execute Patrón Tequila’s first ever series of Australian on-premise activations as their introduction into the luxury beverage experiential space.
Partnering with Summer centric venues, a luxe Mexican oasis was brought to The Bucket List, Mrs Sippy and Tilbury in Sydney and The Emerson Rooftop in Melbourne for 4 weeks in Summer 2018. Bespoke builds for entrances and social moments and styling in white washed woods and sophisticated natural finishes brought the handcrafted story of Patrón visually to consumers.
Each venue had a tailored food and drink strategy with individual cocktail menus that reflected each location’s identity whilst custom food menus were created to partner with their cocktails. A VR experience was live in venues to immerse consumers in the Patrón Hacienda distillery, transporting them virtually to Mexico.
Concrete Playground was the media partner negotiated and managed by Yakusan for the activation, with both event and editorial coverage driving consumer foot traffic to venue and brand advocacy and awareness for Patrón.
All venues reported outstanding sales results of Patrón cocktail sales for the activation and over 125,000 social reach was achieved through social posts creating invaluable brand awareness for Patrón.