The "Patrón the summer" activation kicks off today at the Jazz Festival in Jacksonville, Florida. Visitors will be encouraged to use the brand’s digital ordering system which determines which cocktail is best suited to their palate.
The experience includes an area with a VR experience to take guests to the Patrón distillery in Jalisco, Mexico. There is also a Bicycle bar with Patrón ice lollies and the Splash Room where users can take pictures to share on social.
Lee Applbaum, global chief marketing officer at Patrón Tequila, said: "Consumer demand for interesting spins on cocktails continues to grow, fuelled by an ever-increasing rise in out-of-the-box creativity from bartenders and even the amateur mixologist at home using local ingredients and flavour inspirations.
"At Patrón, we've recognised that demand and created the 'Patrón the Summer' tour to show spirits aficionados across the globe how our tequila's versatile flavour profile enhances the summer drinks they may typically reserve for spirits like gin, rum or vodka.
"In using a variety of classic and custom cocktails inspired by seasonal and region-specific taste preferences on tour, we look forward to showing drinkers how they can shake up their summer drink repertoire using tequila this summer."