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By Webb Wright | Reporter

December 2, 2022 | 3 min read

The tequila brand drums up a stirring rhythm in honor of the people who give the brand its essential qualities and character.

Patrón has broken out into a thunderous round of applause for its craftspeople and for its home turf of Jalisco, Mexico.

In a recently launched video spot titled ‘Our Hands,’ the 33-year-old brand blends visually striking cinematography with a percussive melody, placing a group of tequila artisans – including fermenters, distillers and bottlers – at center stage. The stars, many of whom are dressed in complex and colorful traditional garb, wear stoic expressions as they clap choreographed rhythms, occasionally supplementing the clapping of hands with drumming on barrels of tequila and other makeshift instruments.

The scenery is impressive: distant and soaring mountains, dark and smoky dwellings, and agave fields covered in bronze-colored soil. The entirety of the new spot was filmed at Hacienda Patrón, the brand’s sole production site, located in the highlands of the Mexican state of Jalisco.

The new 60-second video spot, Patron wrote in a press release, “is anchored by the brand’s commitment to craft and preserving tradition, featuring the real stars behind the scenes who put passion, dedication and care into handcrafting its 100% naturally perfect tequila.”

Patrón is also underscoring both the simplicity of its recipe (it includes just three ingredients: water, agave and yeast) and the size of its operation in Jalisco with the new campaign. ”With over 2,000 employees at Hacienda Patrón, our tequila is passionately handcrafted by our familia before it leaves the distillery,” Ronan Beirne, global vice-president at Patrón Futures, said in a statement. ”We’re incredibly proud of the new ’Our Hands’ creative because it illustrates how our dedicated Patrón artisans play such an important role in creating our super-premium tequila through handcrafted techniques and small batch distilling methods, and by using only three, natural ingredients.”

A similar back-to-the-roots marketing approach was recently taken by tequila brand Don Julio in a campaign called ’Por Amor,’ filmed in part at the brand’s Primavera Distillery – which is also, incidentally, located in Jalisco.

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