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A Virtual Voyage

Patrón takes fans on a tequila-tinged spin through the metaverse.

Patrón Tequila is betting on digital drinks with its entry into the metaverse. The premium tequila brand made its virtual debut in August with a cocktail-themed extravaganza dubbed Summer Made Sensational: A Patrón Pop-Up Series. Set in a 3D browser-based platform called Decentraland, the pop-up gave US-based fans of the agave-based spirit brand the chance to take a trip through a colourful, tequila-tinged world. The activation centred on a bar takeover and adventure inspired by three of the brand’s signature cocktails: the Patrón Perfect Paloma, the Patrón Silver and Soda and the Patrón Añejo Highball. Players (aged 21 and older) were charged with locating the ingredients needed to make each drink in three cocktail-themed quests, each taking place in one of a trio of virtual locations; the Jazz Club, Flamingos or the Metaverse Festival. Those who successfully completed all three challenges were entered into a draw for a chance to win the grand prize: an all-expenses-paid real-life trip to Punta Mita in Mexico, and a rare mythic wearable for use within the metaverse.

The virtual experience was in many ways a natural progression for the brand, following its venture into Web 3.0 back in January 2022 via its first-ever NFT, Patrón Chairman’s Reserve.

“At Patrón, we celebrate creative communities like the metaverse that bring people together in a digital world,” comments President and Global Chief Marketing Officer Kathy Parker. “With this new venture, we hope to spark curiosity, creativity and connection this summer while offering our tequila fans a new way to experience the mastery behind our brand.”