Liquor Activations

The event came to Sir Stage37 in New York on February 22.

The focal point of the event was a branded Patrón 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 Patrón Spirits Company.

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 Patrón'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.

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

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.

Patrón partnered with craft cocktail delivery company Cocktail Courier to offer guests Margarita of the Year cocktail kits.

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.

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

The event featured a illustrative timeline that highlighted the history of the margarita.

The brand partnered with ice pop company Pop Bar to create seven flavors to pair with the margaritas in the competition.

Pinch Food Design created unique catering options including churros served from an umbrella.