WASHING-UP
A Virtual Voyage
Patrón Tequila is betting on digital drinks with
the Metaverse Festival. Those who successfully
its entry into the metaverse. The premium
completed all three challenges were entered into
tequila brand made its virtual debut in August
a draw for a chance to win the grand prize: an
with a cocktail-themed extravaganza dubbed
all-expenses-paid real-life trip to Punta Mita
Summer Made Sensational: A Patrón Pop-Up
in Mexico, and a rare mythic wearable for use
Series. Set in a 3D browser-based platform called
within the metaverse.
Decentraland, the pop-up gave US-based fans of
The virtual experience was in many ways a
the agave-based spirit brand the chance to take
natural progression for the brand, following its
a trip through a colourful, tequila-tinged world.
venture into Web 3.0 back in January 2022 via
The activation centred on a bar takeover
Patrón takes fans on a tequila-tinged spin through the metaverse.
its first-ever NFT, Patrón Chairman’s Reserve.
and adventure inspired by three of the brand’s
“At Patrón, we celebrate creative communities
signature cocktails: the Patrón Perfect Paloma,
like the metaverse that bring people together in
the Patrón Silver and Soda and the Patrón Añejo
a digital world,” comments President and Global
Highball. Players (aged 21 and older) were
Chief Marketing Officer Kathy Parker. “With
charged with locating the ingredients needed
this new venture, we hope to spark curiosity,
to make each drink in three cocktail-themed
creativity and connection this summer while
quests, each taking place in one of a trio of
offering our tequila fans a new way to experience
virtual locations; the Jazz Club, Flamingos or
the mastery behind our brand.”
© Patrón Tequila
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