Patrón
F1 Austin
THE CHALLENGE
Deliver a premium race weekend activation that captures the speed, precision, and craft of race culture through the lens of an authentic Mexican cantina experience. The environment must reflect luxury standards and integrate Michelin-level culinary credibility.
THE SOLUTION
Cantina PATRÓN: a celebration of Mexican culture and race-day energy. The space was reimagined in PATRÓN’s signature palette of warm whites and natural textures, complete with a custom F1-inspired mural by a local Austin artist. The Citrus Circuit cocktail took center stage, perfectly paired with authentic tacos from Mexico City’s two-Michelin-starred Taquería El Califa de León, led by Chef Mario Hernández. A hidden Speakeasy revealed handcrafted cocktails and dessert pairings, reinforcing Patrón’s additive-free message: sugar belongs in dessert, not your tequila.
