On Trade Campaign

Brief

Patrón wanted to own the Paloma serve across London’s on-trade and reframe tequila as a premium, approachable spirit. The brief called for a summer campaign that was more than just a tasting — an experience that educated, inspired, and delighted. Over eight weeks, the goal was to turn curiosity into trial, and trial into long-term brand loyalty.

Wilde Toast was asked to design, produce, and deliver the Discover Your Paloma campaign, creating a scalable format that captured the taste, energy, and craft of Patrón while giving bartenders and guests alike a reason to choose the Paloma again and again.

Delivery

Wilde Toast delivered Discover Your Paloma , an eight-week, 31-event London takeover designed to “explode” the Patrón Paloma in high-profile venues including The Refinery, Metropolis, Circe’s and The Fable. Each activation transformed venues into a modern La Hacienda, blending theatre, education, and discovery. Guests journeyed through five key Paloma elements — Salt, Citrus, Sparkle, Spirit, and Serve — guided by trained Patrón hosts who combined storytelling with sensory experience.

The campaign was supported by premium design details: a custom La Hacienda Bar, glowing “sunset” arches, usherette trays, and modern Jimador-inspired uniforms. Every touchpoint — from the boarding-pass entry to branded Polaroids — was crafted to make the experience shareable and memorable.

The results spoke for themselves. Over 2,270 mini Palomas were served, with 94% of guests saying they’d choose Patrón again, turning first tastes into loyal fans. Venues reported a 30% uplift in Paloma sales, and 100% rated the experience excellent or good. Through strategic storytelling and impeccable execution, Wilde Toast helped Patrón redefine what tequila can be — and made the Paloma the next big serve in London’s cocktail scene.