Patrón’s branded train parked at the Austin Amtrak station hosted several dinners and happy hours helmed by local chefs and bartenders throughout the festival. On March 18, Rolling Stone partnered with the tequila brand to screen a documentary about Austin-based musician Gary Clark Jr. Vases and planters from halved bottles of the tequila were scattered on tables. There was also the taste wall, where guests could try different types of tequila.
To teach attendees about the storied history of the vodka distillery, Ketel One designed a long history wall at its two-day event at the Fair Market during SXSW Interactive. Elements included fruits depicting the origin countries of the liquor’s three flavor profiles, interactive four points of quality testing, and a cocktail personality quiz. There was also a living green wall comprised of herbs typically used as cocktail garnishes.
