You Can Now Buy Patrón Tequila With a Swipe on Instagram

It's the first liquor brand to sell via ads in Instagram Stories

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

For anyone looking to have a Thirsty Thursday—or any other day of the week—Patrón has become the first liquor brand you can order via Instagram.

The 30-year-old brand is working with MikMak, a social video commerce agency, to let Instagram users simply swipe up on an Instagram Stories ad to order Patrón for delivery in 48 states. Patron and MikMak are working with three third-party partners—Drizly, Instacart and ReserveBar—to fulfill these purchases. At checkout, customers will be asked for their age, and when it’s delivered, workers have to scan the purchaser’s ID before handing off the alcohol.

This capability shows how Instagram is continuing down the road to becoming a shopping platform, and how liquor (and beer) brands are ramping up ecommerce efforts and figuring out strategies to reach consumers on digital platforms.

“For us, it’s really about using modern tech to tell a handcrafted story,” said Adrian Parker, global vp of marketing...



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in