CAMPARI
Espolòn cocktail fights 2026
the challenge
With strong existing equity in Cocktail Fights, Espolòn Tequila had the opportunity to reimagine the experience at a larger scale and with greater cultural impact.
The goal was to create an experience that felt unmistakably Espolòn. Competitive, chaotic, irreverent, and deeply rooted in bartender culture without losing the craft behind the liquid.
At the same time, the experience needed to keep guests engaged from the moment they entered to the final round of gameplay. Not just as spectators, but as active participants inside the world of Espolòn. This was about creating a living ecosystem where competition, storytelling, gameplay, cocktails, and culture all worked together to turn trade engagement into something unforgettable.
the SOLUTION
SoHo transformed Cocktail Fights into a fully immersive, game-show-inspired experience where every guest can become a contestant. Controlling all the action is our large and in charge gamemaster, La Catrina. At over 9ft tall, she is brought to life through a collaboration between two prominent Mexican American artists, performed by RuPaul’s Drag Race finalist Crystal Meythod, on a rolling platform, in a custom gown by Project Runway All Stars winner Mondo.
From check-in, attendees were pulled into the world through numbered player bibs, Ramòn Bucks, betting systems, side quests, branded merch, and interactive gameplay designed to reward curiosity and participation.
At the center of the experience sat the main game stage: a giant lotería-inspired competition board where contestants advanced through a series of craft-meets-chaos challenges built specifically around industry culture and Espolòn’s rebellious tone of voice.
The “Outer Ring” kept energy high between rounds with guest bartenders, roaming characters, prop bets, scavenger hunts, custom merch stations, and hidden prize mechanics that encouraged guests to explore every corner of the experience.
Every touchpoint was designed to feel participatory, social, and alive. The result was an event that didn’t just showcase the brand. It invited people to play inside it.
