Bacardi has launched a “multi-year” marketing partnership for its Patrón tequila stable with several US music festivals.
The tie-up, which commenced earlier this year at Florida’s Tortuga Festival and North Carolina’s Dreamville Fest in April, will head to Lollapalooza Chicago next. The deal extends to upcoming festivals including Shaky Knees in Georgia, Austin City Limits in Texas and EDC Orlando, among others.
The main activation, ‘Hacienda Patrón’, (above), is an on-site, two-storey unit inspired by the brand’s Jalisco distillery, offering margarita cocktails featuring the brand and hosting DJ sets.
Bacardi has been busy with Patrón recently: earlier this month, the brand owner rolled out a marketing initiative that addresses what it believes are the challenges around labelling tequila accurately. The ‘Censored Truth’ campaign followed on from an earlier Patrón activation this year that placed emphasis on its three ingredients – weber blue agave, water and yeast – in a move designed to educate consumers.
Meanwhile, in the UK, the higher-end El Alto expression of Patrón is about to go on general sale in 5cl bottles.
