Challenge

Prove that Patrón is suitable for any occasion (and is more than a “party tequila”) by showing an authentically Mexican brand with roots.

Solution
Concepted and designed a fully immersive experience. Many people think that Patrón is an American brand and not a true expression of tequila. To set the record straight in a big way we recreated the place where every bottle of Patrón begins its journey: Hacienda Patrón in Jalisco, México - Home of the world’s finest tequila. We brought to guests a life-size replica of Patrón’s estate to regale guests with its rich history of crafting the highest quality tequila and giving guests surprise and delight moments in each city. Hacienda Patrón featured arched windows that played footage of the blue agave fields transporting guests to the Hacienda Patrón.

Results

The brand successfully showed up at multiple events, from Pebble Beach, Life is Beautiful, Sueños, and Gov Ball Music Festivals. By reaching a larger audience in a more meaningful way, we helped Patrón gain valuable education by proving their authentic Mexican roots while having delicious cocktails.