Watch: Patrón VP of Marketing on virtual Cinco de Mayo
Welcome to Ad Age Remotely, a video digest of today's news.
In this live episode, Ad Age's E.J. Schultz speaks with Patrón VP of Marketing Adrian Parker, who discusses how the tequila brand is encouraging drinkers to celebrate Cinco de Mayo at home. The holiday for years has been a major marketing event for tequila brands and Meixican beers that typically focus on bar-based activities and promotions. That is of course not possible this year, with most drinking establishments shut down during the pandemic, forcing brands to change course.
Patrón’s plans include an Instagram Live event featuring 20 bartenders across the country giving tips on at-home margarita making. Parker also discusses parent company Bacardi’s moved to fuel e-commerce sales, including the marketer’s cocktail kit delivery program.