The 2007 launch of a premium tequila in Russia, in a category with hard advertising restrictions: the communication is built around occasion and experience rather than a direct call to buy.
Launched 2007
Tequila · FMCG
Patron was launched on the Russian market in 2007, when premium tequila was an almost unknown category for buyers. Spirits cannot be advertised directly, and a premium tequila also needs explaining: how it differs from the mass product and when it is right to drink it. The job was to build recognition among a narrow audience of connoisseurs and support sales in restaurants and premium retail.
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Patron was launched in Russia in 2007. Online advertising of spirits is banned in Russia, so a premium tequila is marketed through occasion, experience and drinking culture — in restaurants, premium retail and with opinion leaders — rather than a direct call to buy.
Tastings, venue activations and staff training build awareness among connoisseurs and support sales where the brand is bought.
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