Patrón turns up the volume during festival season
Bacardi has launched activations for its flagship Tequila, Patrón, at multiple music festivals across the US, including Lollapalooza in Chicago.
It marks the first time, Patrón Tequila joins the lineup of spirits brands available at several music festivals in the US.
Hacienda Patrón, an immersive two-story experience and bar inspired by the brand’s distillery in Jalisco, Mexico, is at the heart of the brand’s festival debut.
Created by Live Nation’s experiential team, at the experience, festivalgoers can enjoy the signature Patrón Headliner Margarita Cocktail while DJs play vinyl records, surrounded by panoramic views.
The design elements promise to transport attendees to the heart of Tequila country.
Patrón made its festival debut in April at the Tortuga Music Festival in Fort Lauderdale Beach Park, Florida, and the Dreamville Festival in Dorothea Dix Park, Raleigh, North Carolina.
The next stop for Patrón will be Lollapalooza at Grant Park in Chicago, Illinois, taking place from 31 July to 3 August. The festival is set to attract around 400,000 people.
D-J Hageman, brand marketing vice president of Patrón Tequila, said: “Partnering with music festivals puts Patrón at the heart of unforgettable moments in music – the festivals fans plan for all year, the artists they love, the friends they travel with.
“Our impact is part of a 360° strategy that extends the energy of Patrón Tequila beyond festival grounds and meets consumers wherever they are. At Dreamville, we served over 27,000 cocktails in two days. That kind of demand says everything.”
After Lollapalooza, the brand is set to head to Atlanta, Georgia, to serve cocktails at the Shaky Knees Music Festival from 19–21 September.
Other stops this year include Austin City Limits Music Festival in October and EDC Orlando in November.
Earlier this month, Patrón launched its Censored Truth campaign in the US, aimed at challenging transparency in the industry.
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