Airing between regular episodes of the VinePair Podcast, “Covid-19 Conversations” takes an inside look at how the coronavirus crisis is impacting all areas of the alcohol business.
In this installment of “Covid-19 Conversations,” VinePair CEO Adam Teeter speaks with Adrian Parker, global vice president of Patrón Tequila at Bacardi Limited, one of the nation’s most successful luxury spirits brands.
Parker discusses the importance of supporting industry workers via grants and online mixology opportunities, providing comfort to the community, and just being human. As Parker explains, Patrón has utilized digital commerce, while also emphasizing the on-premise channels it serves, such as restaurants and bars that serve Patrón.
During Cinco de Mayo, Parker encourages consumers to “Cinco Simply” and create time to enjoy community and connect with others over a Margarita or tequila-based cocktail. Looking forward, his brand’s focus will be to educate consumers and get back to basics through at-home consumption.