Celebrating the Art of the Handcraft.

Patrón is widely credited with creating the ultra-premium tequila category, showcasing the art of handcrafted tequila. But it’s everything about the brand – from the unparalleled quality of the tequila, to the iconic bottle, and high profile events that Patrón supports – that truly define and symbolize Patrón’s commitment to artisanal craftsmanship. And in celebration of this, The Patrón Spirits Company has launched an integrated new brand platform, “The Art of Patrón.”

The Art of Patrón brings together five pillars that celebrate the unwavering artistry of the brand: culinary arts, mixology and cocktails, music and culture, the iconic Patrón bottle itself, and of course handmade Patrón tequilas. The integrated program will recognize artists’ commitment to his or her respective craft – from tequila makers to bartenders to musicians, and chefs – with a 360-degree approach through marketing, public relations, digital and events.

“At Patrón, we’ve always believed that crafting the world’s finest tequila is an art. That inspiration led us to create ‘The Art of Patrón,’ a unique collection of experiences that reflect artists’ uncompromising commitment to their specific craft,” said Lee Applbaum, Global Chief Marketing Officer at Patrón Spirits. “For years we’ve enthusiastically supported the arts and artists, not to mention making uncompromising, artisanal tequila. ‘The Art of Patrón’ is our platform for connecting each of those bright stars into one, highly visible constellation.”

This constellation includes:

Culinary Arts

Patrón is deeply committed to recognizing and celebrating the culinary arts. The brand has long supported chefs and food professionals, and proudly sponsors numerous annual culinary events such as the Food & Wine Classic in Aspen, DIFFA Dining by Design, and Pebble Beach Food & Wine. Additionally, for several years Patrón has organized a series of “Secret Dining Society” events where local chefs and bartenders collaborate to create highly curated and intimate meals paired with Patrón cocktails, in unexpected “secret” locations.

Mixology and Cocktails

A fine cocktail is truly a work of art mastered by gifted bartenders and mixologists who understand how to pair different flavors, textures, aromas and design. Through Patrón’s partnership with the United States Bartenders’ Guild, together with its “60 Hands Alliance” of talented bartenders, and other initiatives with the spirits and hospitality trade, The Art of Patrón applauds the talent and expertise behind the craft and design of inventive cocktails.

Music and Culture

Singers and songwriters express their artistry and talent through music. Beginning this month, as part of The Art of Patrón, Patrón is partnering with Rolling Stone and their recently launched Rolling Stone Films video platform, to celebrate the unique stories of artists.

Batalla De Los Espiritus

Batalla De Los Espiritus

Photo Courtesy of Patrón

The Patrón Bottle
The Patrón bottle itself is a work of art. Handcrafted by skilled glass artisans, the Patrón tequila bottle not only houses the world’s highest-quality tequila, over the years it has also become the muse for professional and amateur artists alike. A large component of The Art of Patrón initiative includes a consumer bottle art contest launching in March to design and share creative or functional works of art using the Patrón bottle as inspiration.

Batalla De Los Espiritus

Batalla De Los Espiritus

Photo Courtesy of Patrón

Patrón Tequilas
At its core, The Art of Patrón also celebrates and honors the talented men and women at the Hacienda Patrón distillery in the Highlands of Jalisco, Mexico, who handcraft every drop of this artisanal spirit. Set for release later this year, two brand new extra-aged Patrón tequila special editions will be introduced, both of which truly embody the fine art of tequila making.

Every step in producing Patrón tequila – from harvesting the highest-quality 100 percent Weber Blue Agave, to the traditional, time-honored distillation process and individual labeling, numbering, and inspection of each bottle – is done with the careful precision and care that can only be accomplished by hand. Though Patrón has grown to become one of the most-recognized and respected luxury spirits brands in the world, it is still exclusively produced in the Highlands of Jalisco, Mexico, in the same small batches and with the same commitment to quality and craftsmanship.

The Art of Patrón initiative comes to life in a digital hub at ArtofPatron.com

For more information about Patrón tequilas and liqueurs, please visit PatronTequila.com

About “Batalla de los Espiritus”
“Batalla de los Espiritus,” an original chess set created by Brandon Montgomery of Spring Valley, Calif., has been selected as the winning design in the brand’s first competition that invited fans and artisans to share their handmade creative and functional works of art inspired by the Patron bottle.
For his contest entry, Montgomery submitted a photo of his custom creation along with an essay describing the motivation behind his piece. According to Montgomery, his winning entry – a custom chess set and table made from 52 Patron bottles and 16 corks – was inspired by the rich history, elegance and uniqueness of Patron tequila.
From the handcrafted and recycled glass bottle to the cork, Montgomery incorporated each element of the Patron bottle into his entry. Each chess piece was created using mini 50ml bottles of Patron, and the cork tops were meticulously carved for each pieces. The legs of the chess table were created from Patron bottles fused together. As the Grand Prize Winner, Montgomery will receive $10,000.