Patrón builds two audiences with one brand

This event report looks at how Patrón, the ultra-premium tequila brand, approaches consumer segmentation.

Patrón builds two audiences with one brand

Reed Karaim

Complex consumer segmentation is an integral part of marketing for many products, but Patrón – the brand which dominates the ultra-premium tequila market – has a different approach.

"For us, we kept it simple," insists Lee Applbaum, Global Chief Marketing Officer for Patrón Spirits International. "We have two consumer groups: We have 'bros' and we have 'knows'."

Applbaum was quick to add that Patrón also "knows" both subsets are overly broad. "Like all consumer segmentation, no person really sits in one or the other," he told the 2016 Ad Age Brand...

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