SPAIN/UK. Bacardi Global Travel Retail has highlighted strong results from its summer travel retail campaign, which brought together Patrón Tequila and renowned Ibiza nightlife brand Ushuaïa Ibiza across key European and Dubai airport locations.
The collaboration put Patrón El Alto in the spotlight and was supported by the Ultimate Ibiza Weekender prize draw. The competition offered one winner a VIP weekend package, including exclusive access to the closing parties at Ushuaïa Ibiza, UNVRS and Hï Ibiza.
Following its debut season, the competition returned this year across major airports in the UK and Spain, expanding to Dubai International Airport for the first time.
The campaign also featured guided tastings led by Brand Ambassadors. Each purchase of a Patrón El Alto bottle qualified consumers for entry into the competition through a dedicated online portal.
The campaign was supported by high-impact branding and bespoke point-of-sale materials, including collectable branded bee tags and an Ushuaïa and Patrón charm.
The campaign was further amplified by digital Out of Home, paid social, programmatic and geo-targeted advertising, alongside Uber media platforms.
Bacardi Global Travel Retail Marketing Director Darragh Ryan said, “The Ultimate Ibiza Weekender gave us a compelling way to connect Patrón El Alto with one of the world’s most iconic nightlife destinations.
“Through the activation, travellers had the opportunity to win a trip to experience Ibiza’s closing season firsthand while discovering our most prestigious tequila expression.”
Patrón El Alto combines añejo, extra añejo and reposado tequilas made from 100% Weber Blue Agave, with Master Distiller David Rodriguez and his team developing the blend through more than 300 tasting sessions over four years.
The tequila features notes of fig, honey, caramel, dried fruit and vanilla, with a smooth, complex profile that can be enjoyed neat or in cocktails.
The expression has won gold medals at several industry competitions, including the San Francisco World Spirits Competition, BevTest Awards and Latin American Spirits Competition. ✈
