Great article. You clearly understand the importance of building an offline community to fuel the online one. face to face intimacy can never be replaced (it was why Yelp started so strong).

I think Patron specifically faces a problem with promoting product use (bottle registrations, pictures of use ..etc). A liqour company must be militantly careful about promoting over consumption. By awarding the people who register the most bottles its not a large logical leap to accuse them of promoting irresponsible drinking.

What they do know, by just giving the brand an exclusive identity and promoting participation on the site and events is about as far as they can go.

My suggestions would be for them to start promoting what goes well with Patron and creating connections to things (food, activities places) that can be promoted without treading in the dangerous area that is irresponsible drinking.

Great Work to you and Patron!