The “Patrón the Summer” tour began Friday (5/25) at the Jacksonville Jazz Festival in Jacksonville, FL, where Patrón Tequila popped-up a highly interactive experience that allows consumers to enjoy fully-customized and locally-inspired cocktails perfectly tailored to their tastes. The tour will stop at select culinary events, music festivals and more through Labor Day, pairing each region’s flavors with the latest in on-site cocktail innovation. Along with cities across the U.S., the tour will visit cities in the U.K., France, Australia and Mexico.
At each stop on the tour, visitors will be invited to try signature cocktails using Patrón’s custom cocktail and digital ordering system. By answering a few simple questions on the interactive touchscreen, the interface will help them determine a drink perfectly suited for their palate, including a variety of summer-inspired Patrón drinks, on-trend tiki cocktails and a custom cocktail inspired by flavors typically enjoyed in their market.
The idea, said Lee Applbaum, Global CMO, Patrón Tequila. Is “to show spirits aficionados across the globe how our tequila’s versatile flavor profile enhances the summer drinks they may typically reserve for spirits like gin, rum or vodka. In using a variety of classic and custom cocktails inspired by seasonal and region-specific taste preferences on tour, we look forward to showing drinkers how they can shake up their summer drink repertoire using tequila this summer.”
With a cocktail in hand, guests can also check out the “Patrón the Summer” House on-site, which includes a virtual reality experience that transports guests to the Hacienda Patrón distillery in Jalisco, Mexico, where they’ll take a tour through how Patrón Tequila is made. Following their journey, those looking to cool off and capture share-worthy moments can enjoy the Bicycle Bar featuring Patrón ice pops, or the Splash Room, where a dynamic photo experience creates a memorable takeaway for fans to share on social media.