
The event came to Sir Stage37 in New York on February 22.
Photo: Sean Paul Franget

The focal point of the event was a branded PatrĂłn pyramid. "This is the first year we used projection-mapping technology on our pyramids, which really added a dynamic element to the decor," said Pam Dzierzanowski, vice president of event marketing for PatrĂłn Spirits Company.
Photo: Sean Paul Franget

The event featured seven bars offering the different culture-inspired cocktails in the running for Margarita of the Year. The front of the bars featured PatrĂłn's bee logo, and each station featured a wall with the name of the margarita, images of the ingredients, and a video about the margarita.
Photo: Sean Paul Franget

Each bar showcased a branded, customized card with information including the margarita name, a list of ingredients, and the name of the mixologist.
Photo: Sean Paul Franget

Guests could vote for their favorite margarita by using touch-screen kiosks, which also served as video GIF stations for social sharing. The GIFs were displayed on the top of the pyramid.
Photo: Sean Paul Franget

PatrĂłn partnered with craft cocktail delivery company Cocktail Courier to offer guests Margarita of the Year cocktail kits.
Photo: Sean Paul Franget

Interactive elements for guests included a make-your-own margarita station. Guests could pick out ingredients from a branded "produce market" and bring their creation to bartenders to make the personalized cocktails.
Photo: Sean Paul Franget

Another interactive event element was a virtual-reality station, which allowed attendees to tour the PatrĂłn Hacienda in Jalisco, Mexico, and learn how the brand's tequila is made.
Photo: Sean Paul Franget

The event featured a illustrative timeline that highlighted the history of the margarita.
Photo: Sean Paul Franget

The brand partnered with ice pop company Pop Bar to create seven flavors to pair with the margaritas in the competition.
Photo: Sean Paul Franget

Pinch Food Design created unique catering options including churros served from an umbrella.
Photo: Sean Paul Franget

The Infatuation's new Eeeeeatscon will focus on the intersection of food, pop culture, music, and social-sharing.
Photo: Courtesy of the Infatuation