THE CHALLENGE

Once again, the Bacardi Group requested our collaboration to develop experiential tours for flagship brands Grey Goose and St-Germain in clubs and aperitif bars, as well as live activations in after-dinner venues for the Patrón brand—a super-premium tequila recently acquired by the group, with significant ambitions in Europe.

This year’s challenge was to maintain positive results for established brands while also increasing awareness for a newly introduced product that already has a stellar reputation in the United States.

THE EXPERIENCE

Each of the three brands exists in distinct contexts: they’re consumed at different times and by a highly varied audience. To make a significant impact, we developed three custom concepts and strategies for each brand.

For Grey Goose, we implemented a triangular collaboration between the agency, the brand, and local venues, which resulted in record-breaking success across 25 nights of the summer tour, topped by a World Record of 167 liters of product sold in one evening.

For St-Germain, we raised the bar with a new format and strong digital support before and after the event, reaching a total of 320 events.

For Patrón, we completed 45 stops of the “Patrón Discovery Tour”, visiting cities across Italy, as well as the “Night Sessions”, which activated five venues simultaneously in a single city.

The visual execution of the tour and the Instagram communication we developed gave a significant boost to the project.

The flawless execution and achieved results also allowed us to manage activations for Santa Teresa Rum and Bombay Gin.