A Tribute to Our Artisans
Celebrating the passionate hands that make extraordinary tequila.
Nov. 30, 2022
At Hacienda Patrón, located in the Highlands of Jalisco, México, masters of their craft come together to tell a story of pride and passion.
Celebrating the hands that make the simply perfect tequila in each bottle of Patrón Tequila before leaving the distillery grounds, comes a soulful and energetic piece of music created by these same hands as an expression of the artisans’ passion for their work, paired with the elements and tools that represent the craft of Patrón Tequila. The ‘Our Hands’ campaign depicts the hands that come together to make Patrón Tequila—one of the few brands that still makes tequila the hard way, by hand.
“We’re incredibly proud of the new ‘Our Hands’ creative because it illustrates how our dedicated Patrón Tequila 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.”
Global VP, Patrón Futures
Patrón Tequila has always been at the forefront of premium spirit craftsmanship. Made in small batches, using only three natural ingredients—agave, water and yeast—and a time-honored production process, every drop is an unwavering commitment to quality, perfection, and preserving Mexican heritage. Each bottle of Patrón Tequila is passionately handcrafted by a team of artisans—from the jimador whose hands connect him to the earth, and the tahona miller, to the fermenters and distillers—everyone plays an important role in honoring the intricate tequila-making process.
Shot at Hacienda Patrón in the Highlands of Jalisco and produced by Grammy award-winning producer Andrés Levin, the ‘Our Hands’ production 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.
“A Patrón bottle has been touched by 60 hands before leaving the distillery, including mine. For me, passion is to take care of the finest detail of the things that I’m doing.”
- Jovana Elías
Go behind the scenes and see the creative process of showcasing this homage to the passion for tequila making. Hear from the masters themselves as they share their dedication to their craft, without which tequila creation would not be possible. Watch the Behind the Scenes video.
“Passion is what keeps us alive, and keeps us thriving, and keeps us curious. Without it, we wouldn’t be able to create art or tequila.”
- Andrés “Dre” Levin
Musician & Composer
Enjoy Patrón Tequila. Made by hand. Crafted by passion.