Patrón Tequila, owned by Bacardi, launched an Instagram celebration to mark Cinco de Mayo. The Instagram celebration took place in order to connect consumers with bartenders in a virtual bar. Patrón launched the virtual event on May 5th where 220 bartenders worked from their homes to show how to make different foods and beverages to celebrate Cinco de Mayo.
The Patrón VP of Marketing, Adrian Parker, spoke about the Instagram celebration, “Tequila and Cinco are both very social, and I think for us, the biggest pivot was knowing that even though consumer behavior might have shifted a bit, they still want to connect and engage while social distancing.”
Consumers may connect with Patrón attempting to share cocktail and food recipes during the holiday.
Image Credit: Patrón
What's Driving This Trend
- Virtual Mexican-heritage Celebrations
- The rise of virtual experiences for Mexican-Heritage celebrations presents an opportunity for brands to engage consumers with innovative virtual marketing initiatives.
- Virtual Bartending
- Virtual bartending provides a disruptive opportunity for the hospitality industry to offer engaging experiences to consumers in the comfort of their homes.
- Socially Distanced F&B Education
- The trend of socially distanced food and beverage education presents an opportunity for brands to offer virtual experiences that are both entertaining and educational.
Who This Affects Most
- Alcohol
- Alcohol brands can create marketing initiatives that tap into virtual experiences, connecting consumers with bartenders to learn how to make creative cocktails and celebrate safely during social distancing measures.
- Hospitality
- The hospitality industry can leverage virtual bartending to offer consumers engaging and unique experiences, providing an opportunity for innovation in a time where traditional in-person interactions are restricted.
- Food and Beverage
- Brands in the food and beverage industry can offer consumers online classes and virtual experiences for food and beverage education, capitalizing on the trend of socially distanced learning and providing a new level of convenience for home-based education.
