# Immersive Tequila Event Tastings The Art of Patron Event Series Launched in London's Shoreditch By Rebecca Byers | Published 2016-04-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/art-of-patron-event-series References: [eventmagazine](http://www.eventmagazine.co.uk/pictures-patron-chooses-london-launch-new-global-event-series/brands/article/1391341) The global Art of Patron event series recently kicked off in London with an [immersive tasting event](https://www.trendhunter.com/trends/aspen-gay-ski-week). Taking place in London's hip Shoreditch neighborhood, the launch of the new Art of Patron event series hosted more than 1,000 guests at [Village Underground](https://www.trendhunter.com/trends/village-wellness-spa) where performances from Darkstar and Neneh Cherry. The event featured five interactive cocktail stations serving up carefully curated beverages inspired by the cosmopolitan city; Aqua Shard, Callooh Callay, London Edition, Punch Room and Trailer Happiness. All of the cocktails are Patron-based and aim to show off The Art of Patron event series launch included a [virtual reality (VR) experience](https://www.trendhunter.com/trends/tequila-don-julio-launches) that transported attendees to Mexico to experience the cultivation process of the premium tequila. The event is expected to pop up next in Paris and Munich. ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 87% | Activity: 85% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Immersive Event Experiences:** The use of immersive technologies, such as virtual reality, can enhance event experiences by transporting attendees to different locations and providing unique sensory interactions. - **Curated Beverage Offerings:** The trend of curated beverage offerings allows event attendees to enjoy carefully crafted cocktails inspired by different themes and locations, providing a more personalized and memorable experience. - **Global Event Series:** The expansion of global event series allows brands to reach a wider audience and create unique experiences in different cities around the world, fostering brand exposure and loyalty. ### Where This Applies - **Hospitality and Events:** The hospitality and events industry can leverage immersive technologies and curated beverage offerings to create innovative and memorable experiences for guests, enhancing customer satisfaction and brand loyalty. - **Alcoholic Beverage:** The alcoholic beverage industry can explore the trend of curated cocktail offerings to create unique product experiences that appeal to consumers' desire for personalized and immersive drinking experiences. - **Travel and Tourism:** The travel and tourism industry can collaborate with event organizers to include immersive experiences that showcase destinations and cultural elements, providing potential travelers with a taste of what they can expect and enticing them to explore further. ## Related on Trend Hunter - [Interactive Tequila Installations](https://www.trendhunter.com/trends/popup-at-heathrow-airport.md) - [Immersive Margarita Tastings](https://www.trendhunter.com/trends/international-margarita-day.md) - [Desert Oasis Domes](https://www.trendhunter.com/trends/patron-360.md) - [Metaverse Cocktail Pop-Ups](https://www.trendhunter.com/trends/cocktail-pop-ups.md) - [Beach Cocktail Pop-Up Events](https://www.trendhunter.com/trends/playa-patron.md) - [Multi-Sensory Tequila Tastings](https://www.trendhunter.com/trends/immersive-tasting-experience.md) - [Tequila-Sponsored Gallery Events](https://www.trendhunter.com/trends/vip-experience-at-moma.md) - [PATRÓN Hacienda: An Immersive Tequila Production Experience](https://www.trendhunter.com/trends/PATRON-Hacienda.md) - [Luxurious Summery Tequila Creations](https://www.trendhunter.com/trends/patron-reposado.md)