Patrón Tequila: Our Hands - The Story Behind

PATRÓN Tequila, the world's number one super-premium tequila*, launches a new campaign, titled 'Our Hands', demonstrating the brand's pride for authentic tequila production. Using only three ingredients - agave, water and yeast - and crafted in small batches to ensure consistency and quality, PATRÓN is one of the few brands that still makes tequila the hard way - by hand, a painstaking process that's been used since the brand's inception. Shot at Hacienda PATRÓN in the Highlands of Jalisco, Mexico where PATRÓN is exclusively produced, the creative 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. The work, created by MullenLowe Los Angeles, heroes a group of PATRÓN Tequila's artisans – a jimador, tahona miller, fermenters, distillers, and bottlers – coming together to celebrate the art of making tequila by hand. ‘Our Hands’ celebrates the passionate hands that use only three natural ingredients - agave, water and yeast - and a time-honoured production process to masterfully craft PATRÓN Tequila. To showcase the power of creating by hand, PATRÓN partnered with talented Mexico-based designer Sandra Weil – who outfitted each tequila artisan in hand-cut, hand-sewn garments.