Margarita of the Year Competition

“Toast and Vote,” An Exclusive Cocktail Experience Showcasing Patrón’s Premium Brand Legacy

Client: Patrón Tequila

Timeframe: 2017-2018

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Sean Paul Franget Photography

The Opportunity

Aiming to solidify its standing as the premier luxury tequila, Patrón Tequila envisioned a series of exclusive international margarita competitions to captivate tastemakers, influencers, and cultural icons. MOSIS EXPERIENTIAL brought this vision to life by designing and producing live bartender competitions in New York and Los Angeles, drawing nearly 1,000 elite guests per city to celebrate Patrón’s artistry and craftsmanship.

The Approach

MOSIS EXPERIENTIAL brought Patrón’s vision to lifethrough a one-of-a-kind competition event that celebrated the brand’s cultural depth and dedication to excellence. Guests were welcomed with custom “passport” invitations, paired with handmade Mexican bracelets; each passport showcased bartender profiles,signature margarita recipes, and highlights of the host cities. Interactive kiosks captured real-time voting data for a live leaderboard, displayed on a custom-built Patrón pyramid. Each event station featured original 3D artwork, immersing attendees in avibrant experience, while DIY Patrón margarita kits allowed remote guests to join in the festivities from afar.

The Takeaway

Patrón’s Margarita Competition became a landmark event, with the “Margarita of the Year” winner revealed through live digital voting displayed on the interactive Patrón pyramid. Inside the pyramid, guests embarked on a VR journey through the agave fields and crafted their own margaritas, forging a deeper connection to the brand. This innovative experience earned national media attention on Good Morning Americaand The Today Show, reinforcing Patrón Tequila’s reputation as a sophisticated leader in the premium tequila industry.