Tequila Patrón
A cocktail recipe microsite that brought Patron's mixology expertise to a regional audience.
What we did
The Client
Patrón, the premium tequila brand under the Bacardi Group, wanted to promote their cocktail culture in Central America. The "Perfect Cocktails" campaign aimed to position Patrón as more than a shot spirit, as the foundation of refined cocktail experiences.
The Challenge
The regional market associated tequila primarily with shots and margaritas. Patrón needed a digital experience that educated consumers about the versatility of their product while maintaining the brand's premium positioning. The site had to comply with Bacardi Group brand standards and regional advertising regulations.
The Approach
We built a recipe-focused microsite that treats each cocktail as a mini-story. The user flow guides visitors from spirit selection through cocktail discovery, with each recipe presented as a visual experience featuring ingredient photography, preparation steps, and serving suggestions. The design uses Patrón's signature black-and-gold palette with generous white space.
The Solution
The microsite features a curated collection of cocktail recipes organized by occasion and spirit variant, full-screen recipe pages with ingredient lists and preparation guides, a filterable cocktail browser, brand story integration explaining Patrón's craft process, an age verification gate, and social sharing for individual recipes. The site was built as a static, fast-loading experience optimized for mobile browsing.
Results
Recipe page views averaged 3.2 pages per session, indicating strong content engagement. The site drove over 5,000 social shares during the campaign period. Average session duration was 2 minutes 45 seconds. The campaign contributed to a reported 12% increase in Patrón sales in the Central American market during the activation quarter. The microsite template was subsequently adapted for additional Bacardi Group brands.