In an effort to engage its fans as well as provide a platform where mixologists of all levels can showcase their skills, Patrón Tequila has created a Facebook application that challenges people to re-imagine classic drink recipes and develop their own, unique cocktails.
Each cocktail submitted to “Patrón Cocktail Lab” will be up for public voting. Professional mixologists will also be available on the site to provide expert advice, commentary and tips. The Patrón Cocktail Lab will kick off with the “Patrón Margarita, Deconstructed,” where visitors will be asked to reinterpret the classic margarita recipe. The winning recipe will become an official Patrón cocktail.
Additional challenges to follow include the “Patrón Greenmarket” challenge and the “Patrón Salt Concierge” challenge. Top participants will earn entry into exclusive Patrón events.
I cannot help but admit that this is a rather clever and impressive use of social media. It definitely inspires one to invest a little time and energy into cocktail R&D. But it’s not like I really need an excuse to make a margarita…