formula 1 pitstop.

RED VELVET partnered with Patrón and M Booth at the 2022 F1 Grand Prix in Austin to deliver a cultural moment that aligned luxury spirits with the rising glamor of the racing world. Through a three-day activation at SoHo House Austin, the “Patrón Pit Stop” experience captivated guests and amplified Patrón’s cultural relevance.

Event Design
Event Production
Logistics & Permitting
B2C Experience

55k+

social media impressions

6

key media influencers in attendance

17

cases of Patron sampled

context.

The Formula 1 Grand Prix in Austin, TX, has quickly become one of the most glamorous and talked-about events in the U.S. Its growing popularity and international allure made it a natural stage for Patrón, a leader in the luxury spirits market, to assert its presence as a premiere sponsor.

To maximize the opportunity, M Booth tapped RED VELVET to help translate Patrón’s prestige into a high-impact activation. The goal was to generate buzz that would reach beyond the event itself and authentically embed Patrón into the broader F1 cultural conversation. With celebrities, tastemakers, and media flocking to Austin, Patrón had the chance to reinforce its status as a lifestyle brand synonymous with sophistication and celebration.

the ask.

Patrón’s challenge, in partnership with M Booth, was to deliver an activation that resonated with high-profile guests, captured media attention, and created a branded experience worthy of its luxury positioning. It demanded an environment that combined exclusivity and entertainment with brand storytelling weaving it together. The challenge lay in standing out amidst the noise of F1, where global sponsors compete for attention, while still ensuring the experience felt elevated, on-brand, and culturally relevant.

solution.

Leveraging Patrón’s international partnership with SoHo House, M Booth brought in RED VELVET to design and produce “Patrón Pit Stop,” a three-day experience at SoHo House Austin. The activation featured six custom-designed elements, including staging, décor, and gifting that transformed the venue into a luxurious celebration space. Programming brought together star talent such as F1 driver Sergio “Checo” Pérez, singer Becky G, and Bravo’s Tom & Tom, alongside cocktail classes, poolside festivities, and a finale race-day party. Every detail was crafted to immerse guests in Patrón’s world of elegance and festivity. The result was a fully packed house for each event, wide social media engagement, strong influencer presence, and on-the-ground excitement that highlighted Patrón as a cultural force within the F1 conversation.

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formula 1 pitstop.

55k+

6

17

context.

the ask.

solution.

let’s create an impact together.