XO Cafe billboards are in place in Sandton, Johannesburg over the M1. In October, another board will appear on Grayston Highway, to promote Patrón Silver, with a further board to appear in Cape Town in November.

A spokesperson for the company added: "We're also investing in in-airport advertising in both Johannesburg and Cape Town."

Patron declined to reveal marketing spend on the project but added that the company "were up 138% in South Africa last year."

South Africa is Patron's second largest market outside of the US, led by the success of XO Cafe. Patron has been present in South Africa for almost four years.