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How Cocktail Lab made cocktail discovery more personal.
Every click became data Patrón could use to continually refine the customer experience.
more sales than nearest competitor
increase in cocktail recipes
increase in site traffic
Decades after inventing the category of premium tequila and becoming one of the world’s most popular spirits, Patrón was looking to reshape their image and broaden their appeal. Enter the Patrón Cocktail Lab, the world’s first data-driven cocktail recommendation engine, and the first premium beverage experience to integrate with voice assistants.
Decades after inventing the category of premium tequila and becoming one of the world’s most popular spirits, Patrón was looking to reshape their image and broaden their appeal. To do that, they needed to understand what tequila drinkers actually like, then make that knowledge useful.
Publicis Sapient helped Patrón create a rich customer experience that was also a rich source of data: Cocktail Lab, a personalized recipe recommendation tool. With it, Patrón gained a clearer picture of individual tastes that could inform future interactions.
The brand was perceived as a party prop—a shot to take when celebrating. To change this reputation and broaden the appeal, we needed to get to know consumers better, so together we could properly celebrate the product’s fine craftsmanship and versatility.
Our solution was to integrate Patrón into our customers’ cocktail lifestyle. We gathered recipes from bartenders across the globe, giving them a personal stake in recommending the brand. And we featured them in the experience to give it a more humanized, craft-oriented feel.
Wherever you are on any device, Patrón Cocktail Lab serves up increasingly curated recipes based on personal customer preferences, behavioral insights, local trends and occasions so Patrón is always top of mind as a choice that’s as personalized as it is accessible.
Here’s how it works. As consumers define their preferences, they're served a curated list of drinks. They can also simply "Ask Patrón" on Amazon Echo, Echo Show, or Google Home to find a cocktail recommendation for any occasion.
Cocktail Lab continued to make bartenders around the globe keep part of the experience, as they kept the Cocktail Lab library growing with new recipes and creations.
This experience has transformed the way Patrón views its customers. Now armed with data about what customers want to drink, when and how, the Cocktail Lab’s impact can be felt across marketing and the organization as a whole.
