June 25 2024  |  Spirits & Tobacco

Patrón Tequila celebrates Formula 1 Miami Grand Prix at Miami International Airport

By Hibah Noor


'Made by hand, crafted by passion': Patrón Tequila features at Miami International Airport

Patrón Tequila staged an eye-catching activation at Miami International Airport recently, celebrating the brand’s role as official Tequila partner to the Oracle Red Bull Racing team and timed to share the excitement of the Formula 1 Miami Grand Prix.

As the Tequila partner of the Oracle Red Bull Racing Team - the Formula 1 team’s first-ever official global spirits partner - Patrón has established a close relationship with the sport and this was shared in the activation with powerful branding, signage and traveler interaction.

The promotion’s imagery and brand messaging, including the banner line ‘Driven by Passion. Proudly Mexican’, highlighted Mexico’s Sergio ‘Checo’ Perez, who, like Patrón, was born in the heart of Jalisco state.


'Driven by passion, proudly Mexican': The Patrón activation featured Mexican Formula 1 ace Sergio ‘Checo’ Perez

The Terminal D activation centered on a Patrón tasting bar, a contemporary circular structure of pale latticework, in white, green and gold tones, inspired by the colors, shape and texture of the piña of the agave plant. The bar featured a range of premium tequila experiences from across the Patrón portfolio, including Patrón Silver, Patrón Reposado and Patrón Añejo, where travelers enjoyed samples of straight tastings or pre-batched cocktails: Patrón Silver - Classic Margarita, Patrón Reposado – Paloma and Patrón Añejo – Highball. The brand’s two most recent innovations – the prestige silver tequila Patrón El Cielo and the luxury reposado tequila Patrón El Alto – were available in the ideal straight serve.

Uniformed ambassadors guided the tasting sessions, sharing Patrón brand stories and the promotion included a GWP offer with a range of branded Hydroflask water bottles and tumblers and Agave mugs. Adding to the fun and high speed excitement of the Formula 1 theme, travelers were invited to ‘Test Your Reflexes like an F1 Master’ with a timed digital response game to test hand and eye coordination.


Encouraging customer engagement: Travelers were encouraged to take part in a digital response game

Geoff Biggs, Regional Director, America, Bacardi Global Travel Retail, said: “We are thrilled to have brought this high-octane excitement to Miami International Airport in celebrating Patrón’s authentic partnership with the Oracle Red Bull team, sharing the exhilaration of Formula 1 and the category-leading taste of Patrón. From harvesting the agave to the signing of the finished bottle, all Patrón tequila is proudly still made by hand, a process that has been used since the brand’s inception just as, no matter what innovations the technicians and engineers develop in Formula 1 racing, the heart of the sport remains in the hands of the driver.

“As the world’s number one super-premium tequila, including a 47% share of global travel market share, Patrón has defined and ignited the Super Premium Tequila category and remains a significant contributor in the premiumization of spirits in global travel retail,” Biggs added. “With its global positioning and our commitment to such innovative and engaging large-scale activations, Patrón is the brand that can energize the whole category. Within the Americas, passenger traffic levels led the global recovery and have already soared well beyond pre-crisis levels of 2019, particularly in the US market. Consumers are keen to travel and are eagerly exploring our brands.”

REGION Americas
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