12 August 2026
PATRÓN® TEQUILA Continues its Transparency Campaign, Asking Drinkers What's Actually in their Tequila
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PATRÓN announced the More Than Tequila Music Series - a virtual benefit concert on Instagram Live to give Black artists an opportunity to share their talents, gain exposure that is critical to career advancement and have a conversation about community what means to them in today’s culture.
The virtual music series will spotlight and celebrate Black artists and drive donations to support “Backing the B.A.R.” custom initiative between Bacardi (PATRÓN’s parent company) & NAACP, which provides grants to Black owned Accounts and Retailers providing the resources and education to aid in the critical work of ensuring racial equality in the bar and restaurant industry. The first benefit concert, which happened on Oct 20, featured Grammy nominated and critically acclaimed feature headliner, Rapsody, and three up-and-coming Black artists: Deante’ Hitchcock, GQ and Cyanca.
PATRÓN is proud to support the communities that have supported us, and in this case, that means supporting our Black community by lifting up Black voices, amplifying up-and-coming musical talent and giving back to our Black-owned bars and restaurants through the More Than Tequila music series.
Historically, Black-owned businesses have had a harder time accessing loans and capital; and many Black businesses are more vulnerable now, than ever, given the impact of COVID-19. In fact, the number of working African American business owners have fallen more than 40% amid the Coronavirus — a much steeper drop than other racial groups experienced. In addition to what is raised through the More Than Tequila series, PATRÓN will be making an additional charitable contribution to the NAACP Backing the B.A.R. initiative.
