What
PATRÓN® Tequila brought ingredient transparency to life during Tales of the Cocktail in New Orleans with the PATRÓN® 100%-Mystery-Ingredient-Free Cocktail Parlor & Creamery, a one-day immersive experience celebrating the brand's commitment to crafting tequila with just three ingredients: 100% Weber Blue Agave, water and yeast.
The experience invited guests to discover the ingredients that don't go into PATRÓN Tequila through handcrafted cocktails, ice cream flavors and storytelling. Throughout the activation, guests explored the craftsmanship behind PATRÓN while learning that the brand's secret ingredient is that it has no secret ingredients.
More than a one-day activation, the Cocktail Parlor & Creamery served as the launch moment for the next wave of PATRÓN Tequila’s ingredient transparency campaign. Building on the conversation the brand began last year, the experience was designed to encourage greater curiosity around tequila ingredients, craftsmanship and transparency as part of a series of creative and educational campaign moments that will continue to roll out over the coming months.
The activation featured:
Signature cocktails from acclaimed bartenders and boundary-pushing trade voices Lucas Assis and Saeed "Hawk" House and a surprise appearance from Oskar Murillo, Bartender at La Casona Copper Bar at Hacienda PATRÓN in Jalisco, Mexico.
Scoops of ice cream from a rotating menu of flavors named after ingredients you won’t ever find in PATRÓN, like “Not Ethyl Vanillin” Vanilla and 100% (NO ADDED) Artificial Sweeteners Roasted Strawberry Creole Cream Cheese. The ice cream came from Quintin's Natural, a beloved New Orleans creamery that shares PATRÓN Tequila's commitment to simple, all-natural ingredients. No artificial flavors or colors.
Why
Consumers today are increasingly interested in understanding where the spirits they enjoy come from and how they are made. Inspired by the brand’s commitment to ingredient transparency, this one-day-only pop-up celebrates tequila made the traditional way - with nothing extra added - and invites guests to discover why PATRÓN Tequila is crafted with just three ingredients. After all, our secret ingredient is that we have no secret ingredients.
The PATRÓN 100%-Mystery-Ingredient-Free Cocktail Parlor & Creamery brought that commitment to life through an immersive, educational experience for bartenders, celebrating the brand's dedication to transparency. By showcasing ingredients guests won't find in PATRÓN Tequila alongside the three ingredients they will, the activation encouraged a deeper appreciation for the craftsmanship and simplicity behind every bottle. To learn more visit: WHAT-IS-IN-YOUR-TEQUILA.COM
Who
Lucas Assis, Saeed "Hawk" House and Oskar Murillo
When
The activation took place on Dauphine St in New Orleans during Tales of the Cocktail the week of July 20th
About PATRÓN Tequila
From hand-harvesting the highest-quality 100% Weber Blue Agave, to the traditional, time-honored distillation process and individual labeling, numbering, and inspection of each bottle, PATRÓN Tequila is crafted with meticulous precision and care. Though PATRÓN has grown to become one of the most recognized and respected luxury spirits brands in the world, it is still exclusively produced in the Highlands of Jalisco, Mexico, in the same small batches and with the same commitment to quality and craftsmanship. For more information about PATRÓN Tequilas and Liqueurs, please visit www.patrontequila.com. The perfect way to enjoy PATRÓN is responsibly.
PATRÓN is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.
THE PERFECT WAY TO ENJOY PATRÓN IS RESPONSIBLY.
©2026. PATRÓN, ITS TRADE DRESS AND THE BEE LOGO ARE TRADEMARKS. HANDCRAFTED IN MEXICO.