Patrón campaign celebrates Tequila artisans

Tequila brand Patrón has unveiled its new campaign Our Hands as a tribute to the local artisans behind the brand.

The campaign has been launched to celebrate Patrón’s ‘authentic Tequila production’.

Our Hands was shot at manufacturer Hacienda Patrón, in the highlands of Jalisco, Mexico, and features those behind the production of the liquid – a jimador, tahona miller, fermenters, distillers, and bottlers – coming together to craft it.

“With more than 2,000 employees at Hacienda Patrón, our Tequila is passionately handcrafted by our familia before it leaves the distillery,” said Ronan Beirne, global vice-president, Patrón Futures.

“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.”

Created by Mullen Lowe Los Angeles, the brand partnered with Mexico-based designer Sandra Weil, who outfitted each Tequila artisan in hand-cut, hand-sewn garments, and also enlisted artist and innovator Andrés Levin, who produced the film’s sounds and music.

“The craftsmanship, creativity, and talent of our people has allowed us to constantly experiment, explore and create bold innovations whilst staying committed to our handcrafted production process,” added Beirne.

“At a time when families are coming together for the holidays, we’re putting a spotlight on our own artisan ‘familia’ and championing the people who are the pulse of the Tequila.”

Last month, the brand’s global cocktail competition Patrón Perfectionists named its UK winner as bartender Max Macauley of The Locale in Glasgow, Scotland.

To watch the spot, click below.