Patrón shows how its tequila is made using Oculus gear
Tequila maker Patrón has jumped on the virtual reality bandwagon and introduced an Oculus experience in partnership with digital agency Firstborn that allows users to take a tour of the Hacienda Patrón distillery in the Highlands of Jalisco, Mexico.
The tour, titled ‘Art of Patrón Virtual Reality Experience,’ is seen from a bee’s perspective, the brand’s signature symbol. It starts in agave fields and highlights the tequila brand’s production, aging, and bottling processes. It features actual Hacienda employees instead of actors.
Lee Applbaum, global chief marketing officer at Patrón Spirits, said: “An innovative spirit is what built Patrón, and to this day, it not only defines our products, but also how we tell our brand story. While many brands are utilizing virtual reality largely for entertainment, Patrón is leveraging this incredible interactive technology as a unique educational tool, to give an immersive, behind -the-scenes look into the artisanal process of making our handcrafted tequila.”
According to the company, it is the first time a brand has combined the use of live-action film with cinematic CGI animation.
The experience will be offered globally at Patrón events, educational seminars, and at select retailers. A web experience is available at www.artofpatron.com along with behind-the-scenes footage.
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