In pictures: Patrón chooses London to launch new global event series

Tequila brand Patrón hosted a music and art focused gig in London last night (14 April), to mark the launch of its new Art of Patrón event series.


Approximately 1,000 guests descended on Village Underground in Shoreditch for the event, which saw performances from Neneh Cherry and Darkstar, as well as DJ CKtrl and James Massiah, who are members of London-based creative collective F A M.

The work of visual graphic artist Tim Head was displayed throughout the warehouse space.

Away from the dance floor, the venue featured five pop-up beverage stations, each of which was manned by a mixologist hailing from one of the capital’s top bars – Aqua Shard, Callooh Callay, London Edition, Punch Room and Trailer Happiness.

Each devised a bespoke Patrón-based cocktail for the occasion, which were prepared fresh throughout the night for guests to enjoy.

The event also offered a virtual reality (VR) experience, where those who donned an Oculus headset were transported to Mexico to see how Patrón tequila is made, and a GIF photo booth greeted guests upon arrival. 

The events are designed to celebrate local creative talent in cities across the globe. So far additional instalments have been planned for Paris and Munich.

The masterclass

Ahead of the launch, members of the media were treated to a Patrón masterclass, where representatives from the brand - including global CMO Lee Applbaum, talked guests through six different variants.

He explained that London is one of the brand's key markets, as its cultural influence spans beyond the UK. "London is particularly important to us as a global brand, because it adds gravitas to our brand. When a brand is successful in London, whether it’s a fashion label or a spirits label, whatever it may be, it's very significant. Consumers here are global consumers, whether they are native English or not." 

A video was also shown during the session, which showcased the processes involved in producing the tequila. 

The experience was designed to highlight that the spirit is not solely reserved for shots, and can in fact form the basis of various beverages. 

More: Patrón to celebrate local artists with live events across Europe

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