
Patron Pops Barriers as The First Liquor Brand to Sell Bottles Via Instagram
Over the past
few years, companies from several markets have tested Instagram’s platform to
reach a social commerce and the liquor market is no longer an exception to the
case. The tequila label Patrón
is now the first liquor brand to sell their products through the Instagram app.
Instagram users can now come across a Patrón advertisement on their Stories and
can swipe up to shop. Once users swipe up on the
advertisement, they will be able to place a liquor order through a few
third-party platforms. As shopper’s checkout they can input their age and
credit card information which the third-party platforms will have instead of Patrón,
according to Adweek. So far, the social media delivery service is available in
48 states. This isn’t the
first time Patrón has used innovative
technology and trends to boost their companies marketing strategies. Over the
last few years, the tequila brand has experimented with social media campaigns,
Amazon Alexa, augmented reality and a variety of bots. However, most of their
innovative projects haven’t involved social media commerce. In the spring of 2019,
Instagram had expanded its position as a commerce business by adding a checkout
feature to posts and stories. Instagram users can even leave their checkout
information with the app in order to make the checkout process easier after
their first purchase through the app. On posts that feature eligible items to
shop will include a blue “Checkout on Instagram” button on the bottom of the
post. Most of the early business
partnerships for Instagram sales have featured retail and beauty products.
However, Patrón’s partnership with social media commerce agency MikMak could
prove to open new doors for liquor brands and other business markets. According
to Adweek, the success of the advertisements will be based on the number of
clicks, purchase intent and conversion rate. MikMak has helped create content
for the brand that will emphasize the Patrón experience and products. Based on a Klear report in
Mobile Marketer, Instagram stories now account for 1 in 3 sponsored Instagram
posts in 2018. The biggest demographic that these social advertisements are
appealing to are Gen Z who are most likely to purchase products through
Instagram. If social media liquor advertisements prove to be successful, then
liquor brands will have the opportunity to target younger consumers directly to
drive sales.