Arrival
A premium welcome that signalled, from the first moment, this would be no conventional launch.
02 / Case studyPatrón · Bacardí
PatrónEL
EL
CIELO
As European Project Lead, I connected launch strategy, creative agencies, advocacy, talent and production to introduce Patrón El Cielo through an ultra-premium experience built to match the liquid.
European launchExperientialCreative leadershipProductionAdvocacyTalent
How do you introduce an ultra-premium new expression of Patrón in a way that actually feels worthy of it?
El Cielo was a major global innovation. It needed a European launch with the scale, theatre and precision to make the proposition feel real.
The challenge was not simply to put a new bottle in a beautiful room. It was to create an experience people could feel building around them.
THE GLOBAL STORYRADIANTLY
RADIANTLY
SMOOTH.
NATURALLY
SWEET.
The global expression gave us a distinctive visual and sensory language. The European task was to make that promise tangible—in the room, through the serve and across the night.
One point of
gravity.
As European Project Lead, I aligned the Global Patrón team, agencies, advocacy, talent and production—translating global ambition into a European experience while protecting the idea through time, budget and complexity.
Delivery depended on specialists trusting one another: global and European brand teams, advocacy, hospitality, creative and production partners, venue teams and talent representatives. I provided the shared direction and decision-making rhythm that allowed each discipline to do its best work while the whole experience remained coherent.
Global→Europe→Experience
02 / The idea
Don’t simply launch El Cielo.
Create a night that progressively takes people into its world.
IBIZA · 10 MAY 2023FROM
FROM
DINNER
TO AFTER
DARK.
Club Chinois became the stage for an invitation-only journey featuring Axwell and Sebastian Ingrosso of Swedish House Mafia—bridging fine dining, advocacy, music and nightlife.
Higher,
with every chapter.
The evening was designed as an escalation, not an agenda.
Dinner
An intimate sit-down experience built around the liquid, its craft and the Patrón story.
Reveal
Brand storytelling gave way to theatre, shifting the mood and raising the expectation.
Nightlife
The evening moved from refined dinner into music, movement and a completely different energy.
Takeover
Projection mapping, wind, dancers, lighting and a hero bottle presentation transformed the venue.
THE TAKEOVERLight.
Light.
Wind.
Movement.
El Cielo.
The final reveal brought projection mapping, immersive effects, dancers, bottle presentation, music and full-scale production together in one sensory moment.
See how the
night unfolded.
From anticipation and advocacy to the final takeover: the complete European launch story.
Ambition,
delivered.
A highly ambitious European launch delivered across global stakeholders, major talent and complex experiential production.
The result was an experience with the confidence and theatre to match El Cielo itself: premium at the table, electric after dark, and impossible to confuse with a standard launch event.
“A monumental team effort.
Somehow, we all survived.”
A launch designed to take people somewhere higher.
- Brand
- Patrón El Cielo
- Business
- Bacardí
- Role
- European Project Lead
- Market
- Europe
- Talent
- Including Swedish House Mafia
- Format
- Launch dinner and immersive nightlife experience
- Disciplines
- Launch strategy, stakeholder leadership, experiential, production, advocacy, talent, agency leadership and budget management