• by Karlene Lukovitz  @KLmarketdaily, June 12, 2009

Patrón is promoting the ultra-premium tequila's versatility with a cross-media summer campaign that focuses on three easy-to-prepare mixed drinks.

"This is the first time we've implemented a fully integrated marketing campaign like this on a national level," Jennifer Long, brand director at The Patrón Spirits Company, tells Marketing Daily.

The basic message: Tequila isn't just for margaritas. "Pretty much any drink you can make with vodka also tastes great using Patrón," sums up Long.

Each of the three drinks -- Patrón Pomegranate, Patrón Grapefruit and Patrón Pineapple -- calls for 1 ounce of tequila and ¼ ounce of Patrón Citrónge orange liqueur, mixed with the juice of choice.

The campaign, launching today, includes in-store displays, recipe shelf-talkers and window displays in select markets; sponsorships of upscale events such as the Aspen Food & Wine Classic; and an on-premise push to encourage bars and restaurants to include these (or similar) Patrón cocktails on their drink menus.

The advertising campaign will span print (including Elle, Gourmet, Condé Nast Traveler, Harper's, Details, InStyle, Sports Illustrated, Uptown and Canada's Food & Drink); TV (still in the planning stage); and promotions on the brand's main Web site (patronspirits.com) and the Patrón Social Club site (patronsocialclub.com).

The Patrón Social Club is a members-only online community where Patrón aficionados exchange stories and information. Members also receive VIP invitations to branded events around the country.