If your go-to concert cocktail is a margarita, consider this your official invite to the ultimate VIP pour-up. For the first time ever, PATRÓN—the world’s number one ultra-premium tequila—is turning up the volume at some of the biggest music festivals in the U.S., bringing bold drinks, unforgettable vibes, and a muy caliente new lounge experience straight from Jalisco to the main stage.
Kicking off earlier this year with a massive debut at Dreamville Festival (where over 27,000 cocktails were poured in just two days—yes, really), PATRÓN’s multi-year partnership with Live Nation is just heating up. The tequila titan’s next big stop? Lollapalooza in Chicago, where over 400,000 fans are expected to raise a glass July 31–August 3.
At the heart of the activation is Hacienda PATRÓN, a two-story tequila oasis that’s giving concertgoers a taste of Mexico—no passport needed. Inspired by the brand’s legendary distillery in Jalisco, the on-site experience serves up next-level vibes with rooftop views, DJs spinning vinyl, surprise artist moments, and of course, ice-cold PATRÓN Headliner Margaritas.
Whether you’re vibing to your favorite set, snapping rooftop selfies, or discovering your new favorite cocktail, Hacienda PATRÓN is the place to be between shows.
“Partnering with music festivals puts PATRÓN at the heart of unforgettable moments in music—the festivals fans plan for all year, the artists they love, the friends they travel with,” says D-J Hageman, VP of Brand Marketing at PATRÓN Tequila. “Our impact is part of a 360° strategy that extends the energy of PATRÓN Tequila beyond the festival grounds and meets consumers wherever they are.”
And trust us—the lineup is stacked. After Lolla, PATRÓN will be popping up at even more of your favorite fests, including Shaky Knees (September 19-21), Austin City Limits (October 3-5 & 10-12), and EDC Orlando (November 2025). The brand made waves earlier this year at events like Tortuga Music Festival and Dreamville Festival, as well as off-site activations at events like Coachella and Stagecoach. The Celeb Secrets gals were able to soak in everything PATRÓN had to offer at Stagecoach, and we aren’t lying when we say it was the ultimate way to fully embrace the true festival experience.
From T-Pain shoutouts to Taylor Swift lyrics, PATRÓN has always had music in its DNA—but now, it’s stepping off the backbar and into the spotlight. So if you’re hitting Lolla (or any of the above), make sure to swing by Hacienda PATRÓN. The drinks are strong, the vibes are stronger, and who knows—your favorite DJ might just show up for a surprise set.
