How Hacienda PATRÓN Turned Lollapalooza Into a Brand Platform
Some festival moments are too good to stay in the crowd. At Lollapalooza 2025, Hacienda PATRÓN built one of them — a two-story reimagining of its iconic Jalisco distillery, complete with skyline views, vinyl DJs, and the signature Headliner Margarita. It wasn’t just a place to drink; it was a place to be. The kind of space that fuels group chats, fills camera rolls, and cements a brand into the festival’s cultural memory.
A Moment Made for Lolla
Fans stepped into a space where panoramic views met premium photo moments. Three bars poured the Headliner Margarita. Vinyl DJs kept the energy high. Every corner was built to be both a hangout and a backdrop.
The Hacienda hit peak buzz when PATRÓN teamed up with Two Friends for a surprise pop-up set that turned the space into a margarita-fueled dancefloor. The connection didn’t end when the music stopped — Hacienda PATRÓN also showed up in Two Friends’ latest music video, carrying the vibe from Grant Park straight into fans’ playlists.
Beyond Grant Park
Lollapalooza was just one stop on the Hacienda’s tour. This multi-year partnership will take the build to some of the country’s most anticipated festivals — from Tortuga and Dreamville Fest to Shaky Knees, Austin City Limits Music Festival, and EDC Orlando.
Why It Worked
By rooting itself in Lollapalooza’s culture and connecting with fans through live music, a surprise performance, stunning design, and premium cocktails, Hacienda PATRÓN didn’t just show up — it became a must-visit destination. And with more stops ahead, this era for PATRÓN is only getting louder.
