Patron is now letting shoppers order alcohol via social media. The Mexican tequila brand has partnered with Instagram to let users purchase Patron straight from ads on the app.
Patron has partnered with delivery apps Instacart, Drizly and ReserveCart to allow users that swipe up and order tequila from Patron’s Instagram Stories to have it delivered to their homes. Working with these third-party partners allows the venture to be far-reaching, as the three companies currently deliver in 48 states. Capitalizing across media platforms has become increasingly complex according to a Gartner L2 report on the topic, meaning brands have to think outside the box with digital strategies. Facing competition from legacy brands as well as lesser-known beverage companies has increased in difficulty as more companies enhance a digital presence. Patron is attempting to get ahead of the trend for alcoholic beverages selling on Instagram’s new shopping platform as the social media app continues to ramp up its e-commerce efforts.
Patron’s digital efforts come at an interesting time for the alcohol industry. Consumer behavior towards alcohol on social media shows that overall interest is decreasing as wellness trends encouraging alcohol abstinence and discouragement of heavy drinking are on the rise. A study done by research firm Mintel revealed that many younger people are drinking less these days due to a fear that their alcohol-induced actions will end up on social media.
Patron has not released its target market for Instagram tequila sales, though the brand acknowledged measuring KPIs to develop a better relationship with the consumer. Other brands could take note of Patron’s digital ingenuity and begin finding social media pathways to sell and promote alcoholic products in the near future.