The Story of Patron Tequila

Travel Distilled tells the story of Patron Tequila from its origins in Jalisco to its status today as one of the world’s finest and best-known premium tequilas.

Patrón Tequila, one of the most recognizable premium tequila brands in the world, has a history rooted in craftsmanship, luxury, and innovation. Surprisingly founded as recently as 1989, Patrón was created by John Paul DeJoria, a self-made entrepreneur and co-founder of the Paul Mitchell hair care company, and Martin Crowley, a businessman with a passion for spirits.

The brand was established with the goal of producing a high-quality, small-batch tequila that would challenge the perception of tequila as a low-quality spirit and elevate it to the status of fine liquors like cognac and single-malt Scotch.

Origins and Early Days

The story of Patrón begins in Jalisco, Mexico, the heart of tequila production. DeJoria and Crowley sought to create a tequila that honored traditional methods while incorporating modern techniques to ensure consistency and quality. They partnered with Francisco Alcaraz, a master distiller with deep knowledge of tequila production, to bring their vision to life. The trio focused on using 100% Weber Blue Agave, the only agave variety permitted for tequila production, and emphasized small-batch production to maintain control over every step of the process.

Patrón’s early production took place at the Hacienda Patrón distillery in Atotonilco El Alto, Jalisco. The distillery was designed to combine traditional and modern methods, using a combination of tahona stones (large volcanic wheels) to crush the agave and modern roller mills for efficiency. This hybrid approach allowed Patrón to produce a tequila with a unique flavor profile, balancing the earthy, robust notes of traditional tequila with the smoothness and refinement of a premium spirit.

The Rise of a Premium Brand

From its inception, Patrón positioned itself as a luxury product. The brand’s distinctive bottle, inspired by handmade Mexican pottery, became an iconic symbol of its premium status. Patrón’s early marketing emphasized its artisanal production process, highlighting the handcrafted nature of the tequila and its commitment to quality. This strategy resonated with consumers, particularly in the United States, where the brand quickly gained a following among affluent drinkers and celebrities.

Patrón’s success was also fueled by its diverse product lineup. The brand initially launched with Patrón Silver, a smooth, unaged tequila, and Patrón Añejo, a richer, oak-aged variant. Over time, the portfolio expanded to include Reposado, Extra Añejo, and flavored tequilas like Patrón Citrónge, a line of orange liqueurs. Each product was crafted to appeal to different tastes while maintaining the brand’s signature quality.

Global Expansion and Cultural Impact

By the late 1990s and early 2000s, Patrón had become a global phenomenon. Its popularity was bolstered by its association with luxury and its presence in high-end bars, restaurants, and events. Patrón also benefited from the growing trend of premiumization in the spirits industry, as consumers increasingly sought out high-quality, artisanal products. The brand’s success helped redefine tequila’s image, transforming it from a party drink to a sophisticated spirit enjoyed by connoisseurs.

In 2018, Patrón was acquired by Bacardi Limited, one of the world’s largest spirits companies, in a deal valued at $5.1 billion. The acquisition marked a new chapter for Patrón, providing the brand with additional resources for global expansion while maintaining its commitment to quality and craftsmanship.

Touring Patron Tequila

Don’t miss my account of my visit to Patron Tequila. Note that this was a private tour and public tours are not available. If you have a special reason for wanting to visit Patron Tequila, contact them via the contact page on their website (see below).

Legacy and Innovation

Today, Patrón remains a leader in the premium tequila market. The Hacienda Patrón distillery continues to produce tequila using the same meticulous methods, and the brand has embraced sustainability initiatives, such as recycling agave waste and reducing water usage. Patrón’s influence extends beyond tequila, as it has inspired a new generation of craft tequila producers to prioritize quality and tradition.

More Information

To learn more visit the official Patron Tequila website.

All Photos (c) Mike Gerrard

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