NEW YORK, NY – 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 recognizes 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:
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.
The Patrón Bottle
The Patrón bottle itself is a work of art. Crafted 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 to design and share creative or functional works of art using the Patrón bottle as inspiration.
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 this artisanal spirit. This commitment to the art of tequila includes two recently launched extra-aged Patrón tequila special editions – Patrón Extra Añejo 7 Años and Patrón en Lalique: Serie 1 (an exquisite collaboration between Patrón and French cystal maker Lalique.)
From hand-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, Patrón tequila is crafted with meticulous precision and care. 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 www.artofpatron.com, with support from Patrón’s @patron social media channels (with the hashtag #artofpatron). The Art of Patrón program also includes off-premise retail materials, on-premise integration in bars and restaurants, and PR and media support. Patrón also hosts several Art of Patrón events across the country as well, in addition to Secret Dining Society dinners, Rolling Stone events, and numerous sponsorships of culinary, food and cocktail festivals.
For more information about Patrón tequilas and liqueurs, please visit www.patrontequila.com.