Case Study: Patrón Tequila drives chatbot engagement—doubles recipes served and boosts Direct Messages 40x with Twitter

How Patrón Tequila drove interest in its Bot-Tender chatbot

Patrón Tequila, a leading spirits brand, wanted to extend its shoppable cocktail experience into mobile messaging to meet consumer demand for immediate, personal interactions. The challenge was to engage fans in a conversational, fun, and easy way that encouraged one‑to‑one interaction and drove trial of its cocktails and recipes directly on consumers’ phones.

Patrón used Twitter Direct Message Cards to promote Bot‑Tender, a conversational mixologist that recommends cocktails and recipes. Multiple creative messages tied to summer flavors and occasions funneled users into personalized chats, letting them discover and re‑engage with recipes. The campaign more than doubled the number of recipes served and increased weekly Direct Messages by about 40x, delivering strong awareness and engagement.

Patrón Tequila

Whitney Terrell

Social Media Manager