Bacardi’s Patrón tequila brand has signed a marketing tie-up with global music platform Boiler Room.
Patrón has become the “official global tequila partner” of the music business, with the first joint event having recently taken place, in Ibiza, Spain on 14 August, headlined by Argentine/Spanish singer & songwriter Nathy Peluso (below). Other broadcast events featuring the brand are scheduled to be held in London and Los Angeles.
As part of the tie-up, each event will also feature brand-fronted content, including behind-the-scenes interviews with headlining artists. Bacardi added that the recently launched El Alto iteration of the tequila mark will be the “featured offering” at each event.
Financial details about the arrangement were not disclosed.
Last month, Bacardi launched a “multi-year” marketing partnership for Patrón with several US music festivals, including Florida’s Tortuga Festival, North Carolina’s Dreamville Fest and Lollapalooza Chicago.
