Patrón Hacienda Activations
The Patrón brand home brought to life at major music festivals.
challenge
Prove that Patrón is suitable for any occasion (and is more than a “party tequila”) by showing an authentically Mexican brand with roots so deep they can run circles around other tequilas’ roots.
solve
Many people think that Patrón is an American brand, and not a true expression of tequila. That’s no bueno. To set the record straight in a big way TEAM recreated the place where every bottle of Patrón begins its journey: Hacienda Patrón in Jalisco, México.
Did we serve up the world’s finest tequila at music festivals? Absolutely. However, we had to ensure that wasn’t people’s only takeaway. So, we used a life-sized replica of Patrón’s estate to regale guests with its rich history of crafting the highest quality tequila.
outcome
TEAM supported the brand in their sponsorship of fewer, bigger events: Sueños and Gov Ball Music Festivals. By reaching a larger audience in a more meaningful way, we helped Patrón gain valuable street cred by proving their roots- and show they’re not just for the club by putting their tequila where music fans’ mouths are.
Cocktails Poured at Two Festivals
Cases Sold At Gov Ball and Sueños
Social Media Engagements per Festival
Attendees Across Both Festivals