Experiential Mercado '24

Espolon Tequila

Espolòn Tequila is debuting it's new mercado in 2024, giving festival goers an opportunity to immerse themselves in this modern take on the traditional Mexican mercado where all walks of life can come together and embrace a blend of culture and commerce.


Experiential Design, Build & Staffing


Partnerships and Sponsorships

Content Capture and Production


Espolòn Tequila aimed to create a distinctive and immersive brand experience for 2024, with the objective of boosting case sales by engaging audiences at major music festivals. Their vision was to offer festival-goers a dynamic and culturally rich environment where they could deeply explore and connect with the Espolòn brand.


AP Keaton envisioned and brought to life a contemporary twist on the traditional Mexican Mercado. This vibrant activation served as a gathering space where people from all walks of life could come together, celebrating a fusion of culture and commerce. Drawing inspiration from Espolòn’s Reposado label, the Mercado was meticulously designed to embody the essence of a traditional Mexican market, complete with interactive elements and cocktail bars. The experience was crafted to resonate with the brand’s core values of self-expression and individuality, offering an unforgettable journey into the heart of Espolòn's heritage.

Design & Engineering:

The mercado space was meticulously designed to allow for seamless flow and interaction, featuring:

  • Eye-catching displays integrating the rooster (Ramón) and Posada-inspired art.

  • Dedicated areas for various activities, including domino games and merch customization.

Staffing & Content: A skilled team was deployed to manage the mercado, ensuring an engaging and memorable experience for visitors. Additionally, a content capture team documented the activation to extend the brand's reach through digital channels.

Engagement Activities:

  • Tote Bag Distribution: 250 totes handed out per day, with patches available for customization (750 Mercado, 1000 NY local, 1000 Bottle patches).

  • El Banco CRM Captures: 1,600+ unique CRM captures.

  • Snacks: Distribution of 9,000 snacks across eight different types.

Domino Games:

  • Daily participation ranged from 40-80 players.

  • About 30% of participants were avid domino players, appreciating the quality tables and dominoes provided.


The mercado activation successfully enhanced brand visibility and engagement at it’s first tour stop, Governor’s Ball in NYC, with key metrics indicating strong performance:

  • High Engagement: Consistent interest in tote bags and patches, with all patches running out by the end of the weekend.

  • CRM Captures: Significant number of unique CRM captures at El Banco.

  • Popular Cocktails: High demand for both regular and spicy margaritas, indicating positive reception from festival goers.

  • Active Participation: Engaged domino players enjoying the provided amenities, reflecting the mercado's appeal as a relaxation and interaction hub

Future Expansion: Building on the success at GovBall, Espolòn Tequila plans to expand the mercado activation to additional festivals, enhancing brand immersion and consumer engagement through a culturally rich, interactive experience.

Espolòn Tequila's strategic approach to integrating cultural elements into its experiential marketing has not only elevated brand visibility but also fostered deeper consumer connections, demonstrating the power of thoughtfully executed activations in driving brand growth and engagement.