Case Study · Product Launch
PATRÓN Cristalino x Becky G.
The US launch of PATRÓN Cristalino, staged on Olvera Street, a tasting, a dinner and a live show with Becky G, Gabito Ballesteros and Tito Double P.
The Challenge
A spirits launch on Olvera Street, the oldest street in Los Angeles and the heart of the city's Mexican-American history, is a cultural venue before it is an event site. Get the register wrong and a brand launch on that ground reads as appropriation rather than celebration.
The brief was a US product launch that worked as a cultural moment: an intimate tasting, a paired menu, and a live show, on a public historic street, for an audience and a press corps who would notice immediately if it were hollow.
The Approach
Design and Advance handled a build on a historic public street, access, permissions, and a room that had to feel intimate on ground that is not private. Procure and Build delivered the tasting environment and the stage.
Talent and show management ran the performance side: Becky G headlining with an unreleased single alongside her catalogue, and the first joint appearance with Gabito Ballesteros and Tito Double P, a booking that only works if the run-of-show and the artist logistics hold. The evening opened on a tasting of Añejo and Cristalino paired with chocolates and tacos, then moved to the show.
A launch that had to read as a celebration, not a takeover.
The Result
The most broadly and warmly covered project in the archive. WWD ran a photo gallery, ¡HOLA! covered the Selena tribute, and The Knockturnal, Loop, LA Guestlist and identify LA all filed from the night.
Every piece led on the performances and the cultural framing rather than the product, which, for a launch, is the result.
The Credits
Client PATRÓN · Venue Downtown Los Angeles · Year 2024 · Services Experiential Design & Production, Tour & Talent Management.
Press & Media
What Was Written.
Independent coverage of the project. The public record of what was built.
More Work
From the Archives.
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