Patrón teams up with F1 driverBy Alice Brooker
Tequila brand Patrón has released a short film in partnership with Formula One driver Sergio ‘Checo’ Pérez, which celebrates the collaborators’ Mexican roots.
Mexican racing driver Pérez features in the one-minute spot in collaboration with Patrón, which is said to depict the ‘bold roads’ Pérez has travelled to to get where he is today.
“At Patrón, we celebrate the progressive pioneers and bold innovators who drive powerful outcomes in their lives,” said Kathy Parker, Patrón global president and chief marketing officer.
“Just as Patrón goes to extraordinary lengths to deliver perfection in every drop, we are proud to work with Checo Pérez, who goes to extraordinary lengths to deliver perfection at every turn.
“From his incredible career as a trailblazing driver, to his work for his community in Mexico, Checo truly strives for excellence in everything he does. We are honoured to welcome a fellow Mexican icon to the Patrón familia.”
The spot provides a behind-the-scenes look at Pérez’s life, and presents Pérez travelling from the Jalisco highlands region, where Patrón’s Blue Weber Agave is hand-picked, to the streets of his home in Guadalajara, Mexico.
The video aims to bring Pérez’s pride for Mexico to life and was directed by TV producer Ritesh Gupta.
“No matter where in the world racing takes me, Mexico – namely Jalisco – is my home, and I am always excited to return,” said Pérez. “Patrón shares my relentless desire to innovate in my sport and pride for our country.
“I have much respect for the tremendous lengths the Patrón familia goes to achieve simply perfect Tequila.”
The partnership is said to align Pérez and Patrón’s shared values of team effort and a commitment to quality.
The brand recently marked International Margarita Day with a pop-up museum in London exploring the history behind the serve.