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Patrón latest brand to test out VR in behind the scenes distillery experience

Tequila brand Patrón is the latest brand to tap the experiential benefits of virtual reality, offering fans a behind the scenes experience of its distillery in Mexico.

Art of Patrón Virtual Reality Experience, which made its debut this weekend at London's Tequila & Mezcal Fest, gave visitors the chance to take a breathtaking tour of Hacienda Patrón through the eyes of a bee.

During the tour fans were able to trace the journey of the agave used in the drink from the field the distillery through to the bottle. The live action film features cinematic CGI animation and was filmed on location at the Hacienda Patrón in Jalisco, Mexico, using a specialized drone that was custom-built for the project. This drone was outfitted with seven GoPro cameras and operated by a licensed drone pilot due to the complicated nature of the shoot.

Lee Applbaum, global chief marketing Officer at Patrón Spirit said that the experience is meant to serve as an 'educational tool' rather than a gimmick.

“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.”

A 360-degree web experience will also be posted on a dedicated website including behind-the-scenes footage.

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