Patrón
The Opportunity
Patrón Tequila, aiming to solidify its status as the most premium and sophisticated tequila on the market, sought to elevate its brand through an international margarita competition. Entrusting ProGlobalEvents, they envisioned a series of elite marketing events in New York and Los Angeles, each attracting around 1,000 guests, including tastemakers, influencers, and artists.
Our Approach
ProGlobalEvents crafted an engaging competition featuring passport invitations and handmade Mexican bracelets for guests. The passports included bartender profiles, margarita recipes, and city highlights. Real-time voting metrics were captured at interactive kiosks, with a live leaderboard projected atop a custom Patrón Tequila pyramid. Each bartender station, adorned with custom 3D collage artwork, provided an immersive cultural experience. DIY Patrón margarita kits were sent to those unable to attend in person.
The Results
The event culminated in the “Margarita of the Year” announcement through digital interactive kiosks, with real-time data displayed on the Patrón pyramid. Inside the pyramid, guests enjoyed a VR experience of the agave fields and created their own margaritas. The event’s innovation and creativity earned features on Good Morning America and The Today Show, reinforcing Patrón Tequila’s legacy as a premium brand.
