Bacardi Global Travel Retail recently completed a successful promotion at Miami International Airport with Duty Free Americas, highlighting Patrón Tequila’s sponsorship of the Oracle Red Bull Racing team. The tequila brand has established a strong connection with Formula 1 as the racing team’s official global spirits partner.
The promotion ran throughout April and May, featuring prominent branding, signage, and interactive elements to immerse travelers in the Miami Formula 1 Grand Prix experience. Campaign imagery and messaging emphasized Patrón’s Mexican roots, particularly highlighting Mexican driver Sergio ‘Checo’ Pérez, who represents the brand well as he hails from Jalisco, where Patrón Tequila is produced.
The pop-up design at Miami International Airport showcased Patrón’s iconic visual elements, including a lattice structure inspired by the agave plant. The experience included a tasting bar where travelers could sample a range of premium tequila expressions and signature cocktails. Brand ambassadors provided guided tasting sessions and introduced travelers to Patrón’s sustainability campaign offerings, such as Hydroflask water bottles and Agave mugs.
Interactive elements at the pop-up included a reflex-testing game where travelers could challenge their hand-eye coordination. Bacardi Global Travel Retail Regional Director, Americas Geoff Biggs, expressed excitement about bringing the Formula 1 excitement to the airport and celebrating Patrón’s partnership with the Oracle Red Bull team.
Patrón Tequila prides itself on its handcrafted production process, from agave harvesting to bottling, highlighting the brand’s commitment to authenticity and quality. As the world’s leading super premium tequila with a strong presence in the global travel market, Patrón continues to drive the super premium tequila category’s growth and elevate the spirits industry in travel retail.
With passenger traffic levels in the Americas surpassing pre-crisis levels, particularly in the US market, Bacardi Global Travel Retail sees a promising opportunity to engage with consumers eager to explore premium brands like Patrón. The brand’s innovative and attractive activations aim to energize the spirits category and captivate travelers seeking unique experiences while on the go.
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