FIRST EVER PATRÓN ICE BAR FOR LOERIES AFTERPARTY

September 2009

The giants of the SA advertising industry will receive a very cool welcome when they arrive at the Velocity Films Loeries festival afterparty in Cape Town next week (Friday September 25) and are served perfectly chilled tequila cocktails from a 1-ton Patrón Tequila ice bar, the first of its kind on African soil.

Liquidity, importers of Patrón Tequila have partnered with Velocity Films to recreate the legendary Patrón Ice Bar at the afterparty.

The ice bar will be a replica of the Patrón Tequila Ice bars featured at the infamous celebrity parties at Hugh Hefner's Playboy mansion in Hollywood and former president Nelson Mandela's 90th birthday party in London last year.

Ice Art, specialists in hand-carved ice sculptures, were selected to recreate the Patrón Ice Bar. Their team will carve the bar using an array of ice tools ranging from chisels and chainsaws to angle grinders and ice irons.

The ice bar will consist of eight blocks of ice which make up the panels of the bar with each block weighing in at 140kg before it is cut and shaped into the bar panels.

The counter of the ice bar will be 2-metres long and hold two giant ice-sculptured luges on either end. Ice Art will also create a snow rendering of the Patrón Tequila Bee logo and Patrón bottles will be frozen into the crystal clear ice. Once complete the ice bar will weigh in excess of one ton.

At the party Patrón Tequila will be syphoned through the giant ice luges to ensure the tequila is perfectly chilled when it hits the glass.

Patrón Tequila is currently the world's number one selling ultra premium tequila representing 70 percent of total ultra-premium tequila sales around the globe and South Africa is its fastest growing market to date.

It has received unpaid endorsements from a host of celebrities including Clint Eastwood, Jamie Foxx, Pharrell Williams and Kanye West. It is referenced in more than 120 Hip Hop songs and in hit TV shows such as Dirty Sexy Money and Brothers & Sisters

The Liquidity range of Patrón Tequila includes: Patrón Reposado, Patrón Añejo, Gran Patrón Burdeos and Patrón XO Café a tequila-based coffee liqueur.

The 31st annual Loeries Award festival takes place from Thursday 24 to Sunday 27 September. Tickets to the afterparty are strictly by invitation only.