Dive Brief:

• Patrón has partnered with global music platform Boiler Room for a series of events and content, per a press release. 
• The Bacardi-owned tequila brand will sponsor events in Ibiza, London and Los Angeles. Each event will include a custom content series featuring behind-the-scene interviews with headlining artists.
• The cultural play allows Patrón to connect with underground music fans around the world as it looks to boost its premium bottling, Patrón El Alto.

Dive Insight:

Patrón is making a play to engage music fans by becoming the official tequila of Boiler Room, a platform that organizes nightlife events around the world and broadcasts them as livestreams. The brand and platform share a focus on craftsmanship, authenticity and memorable experiences, per a press release.

“Patrón Tequila's journey through music has thrived for more than three decades — we're not just observing the scene, we're actively influencing it,” said Roberto Ramirez-Laverde, global senior vice president of Patrón Tequila, in a press release.

Patrón, introduced in 1989 and acquired by Bacardi in 2018 for more than $5 billion, has maintained its position in pop culture and been mentioned in more than 400 songs, from hip-hop to country and beyond. Since its founding in 2010, Boiler Room has remained a fixture of underground music scenes around the globe, archiving more than 8,000 performances on a platform that receives more than 283 million streams per month.

Patrón will sponsor events in three nightlife hot spots, beginning with Ibiza on Aug. 14. The event will feature multiple DJs and span amapiano, afro house, dembow and champeta music, speaking to the global sounds favored by dance music fans. To extend the events beyond in-person attendance and livestream broadcasts, the brand will produce content series featuring the headlining artists.

The events will feature Patrón bars, custom cocktails menus and its premium Patrón El Alto product. The prestige tequila category of which El Alto is a part is projected to double in size this year, per details shared by the brand. That growth trend has continued for years, with volumes of super-premium tequila and mezcal growing more than 1,500% since 2003, according to the Distilled Spirits Council. 

Tequila brands including 818 Tequila, Lobos 1707 and Don Julio have focused on pop culture and technology to distinguish their products. Likewise, Patrón sister brand Bombay Sapphire teamed with pop star Rebecca Black for a South Beach DJ set for its “Tastes Like It’s Friday” campaign.