This September, Patrón Tequila invites New Yorkers into the shadows of Midtown Manhattan to discover a truth that’s been hidden in plain sight. For one day only, the world’s leading premium tequila brand will debut its “Speakuneasy” — an immersive speakeasy experience designed to pull back the curtain on what really goes into your glass.
Pulling Back the Curtain on Tequila’s Untold Story
At the heart of the Speakuneasy is a message that’s both simple and surprisingly disruptive: Patrón is made with just three ingredients — 100% Blue Weber Agave, water, and yeast. No additives, no shortcuts. Just tequila in its purest form.
The catch? Despite this commitment to authenticity, regulations and industry pressures have historically made it difficult for brands to explicitly state such claims. Which is why, in recent years, Patrón’s truth has often appeared censored—bleeped-out words, blurred visuals, the insinuation of something unspeakable. The Speakuneasy brings this censorship to life in a way that is equal parts theatrical and thought-provoking.
An Immersive, One-Day-Only Experience
On Friday, September 19, from 12:00 p.m. to 10:00 p.m., the Midtown space will transform into a world that reimagines the classic speakeasy. Guests who manage to secure a reservation (spots are limited) will enter an environment designed to provoke curiosity and peel back layers of secrecy.
Through multi-sensory storytelling, visitors will explore the barriers that keep spirits brands from being fully transparent, while also tasting and experiencing the purity that has defined PATRÓN since its founding. Expect a journey that blends cocktail culture, visual art, and an unapologetic spotlight on truth.
A Campaign About Transparency
The Speakuneasy is part of Patrón’s larger Censored Truth campaign, which challenges the way tequila is marketed and asks consumers to question what they’re told—or not told—about the spirits they drink. By leaning into the aesthetics of prohibition and secrecy, Patrón flips the script: what looks like hidden knowledge becomes an invitation to transparency.
For the brand, this isn’t just marketing—it’s an extension of its philosophy. Since day one, Patrón has championed craftsmanship and purity, creating tequila without additives in an industry where such shortcuts are common. The Speakuneasy offers a chance for consumers to step into that ethos, if only for an hour, and walk away with a deeper understanding of what defines great tequila.
Tequila Lovers, Take Note
Reservations for the Speakuneasy are now open, but with limited one-hour time slots, demand is expected to be high. For tequila enthusiasts, cocktail seekers, or simply those who want to be part of an experience that lives at the intersection of art, culture, and spirits, this one-day activation is a rare opportunity.
In a city where speakeasies once flourished by hiding what was forbidden, Patrón is flipping the script: a hidden bar where the truth finally gets poured straight.
Those 21+ and interested are able to secure their reservation while spots last HERE.
