SIPPING BEYOND THE PARTY SCENE WITH AN AUTHENTIC HACIENDA EXPERIENCE
Patrón redefined its image from party staple to a sip of genuine Mexican heritage, showing off its deep roots and premium essence at major music festivals.
To shake off the "party tequila" tag, TEAM crafted a life-sized slice of Hacienda Patrón, right in the heart of festival madness, educating and enchanting guests with stories swirled in quality and tradition.
It wasn't just about tasting tequila; it was about experiencing the soul of Jalisco. Each pour was a journey from the agave fields to the festivals, an invitation to savor and respect the craft.
By curating a presence at select, high-impact events, Patrón reached out and connected with the crowd, pouring a narrative as rich as its tequila into the festival experience.
38,000+
Cocktails Poured at Two Festivals
450+
Cases sold, proof that authenticity sells.
150,000
Attendees Across the Two Festivals
