Patrón is the first liquor brand to sell via Instagram Stories ads, opening the way for a market worth $2 billion in advertising spend.
The 30-year-old Tequila brand is working with social video commerce agency MikMak to sell its liquor on Instagram Stories and deliver it in 48 states.
They partnered with Drizly, Instacart and ReserveBar to fulfill the purchases.
But Patrón will not be the only liquor brand to allow consumers to swipe on Instagram Stories to buy their Tequila. Instagram continues to pave its way to becoming a shopping platform and liquor brands are constantly looking for new way to reach their consumers via social media and digital platforms.
Adrian Parker, Global VP of Marketing at Patrón, said: “For us, it’s really about using modern tech to tell a handcrafted story. We’re a tequila company and not a technology company. This is just the beginning, one little step into the future [of] how you’ll engage with spirit brands.”
To comply with local and national legislation, customers will be asked for their age upon ordering and get their ID scanned upon delivery.