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