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PATRÓN Tequila and Guillermo del Toro: Crafting Perfection in Every Pour

PATRÓN® Tequila, the world's leading super-premium tequila brand, proudly announces the launch of its latest global campaign, "The Perfect Pour." This campaign is a tribute to the craftsmanship and dedication behind each bottle of PATRÓN, featuring a captivating short film directed by the acclaimed filmmaker Guillermo del Toro. The collaboration aims not only to showcase the intricate process of making tequila but also to highlight the artistry and intention that goes into every step.

At the core of "The Perfect Pour" campaign lies a stunning film that transforms the act of pouring tequila into a cinematic spectacle. What begins as a subtle, singular pouring motion unfolds into a rich narrative that captures the extensive production process behind PATRÓN. It showcases del Toro's meticulous direction, a well-coordinated crew, and the incredible precision essential to encapsulate every intricate detail. The decision to enlist such a celebrated filmmaker might seem extravagant for a mere pouring sequence, yet PATRÓN believes every aspect of crafting their tequila deserves this kind of commitment. The essence of perfection, according to del Toro, lies in the patience and care that culminate in each frame, representing a philosophy that resonates deeply with the PATRÓN ethos.

"Perfection is not rushed; it emerges frame by frame, pour by pour," del Toro remarks. "I champion craftsmanship over industry, soul over process, and the creation of uncompromised quality. That's what intrigued me about this partnership with PATRÓN. The film pays homage to the artistry, conscious choices, and the beauty that arises from doing things correctly."

This dedication to detail is intrinsic to the PATRÓN Tequila narrative. Crafted in Jalisco, Mexico, PATRÓN Tequila is made with the utmost care from just three ingredients: 100% Weber Blue Agave, water, and yeast. Each bottle is the result of generations of expertise, crafted by over 60 skilled hands, guided by an unwavering commitment to doing things right. Roberto Ramirez-Laverde, PATRÓN's Global Senior Executive, asserts, "From day one, our philosophy has been that the process of making tequila is crucial. We use only three natural ingredients (agave, water, and time) alongside traditional methods, endowing our tequila with the patience and care it deserves. Guillermo shares the same commitment to excellence. 'The Perfect Pour' communicates that while it might seem excessive to hire an award-winning director for a simple pour sequence, this is the level of effort we dedicate to every single bottle. We make no compromises in our process."

Filmed on location at the Hacienda PATRÓN in Jalisco, Mexico, and developed in collaboration with BBH USA, the campaign exemplifies the shared dedication of del Toro and PATRÓN Tequila to uncompromising perfection. Del Toro’s signature creative style is brought to life through vibrant, unmistakably Mexican imagery, including stylized skeletons, representing the multiple hands and craftsmanship behind both the film and each bottle of PATRÓN. This spirit also extended to the crew behind the scenes, which featured award-winning Mexican talent, including Guillermo Navarro, Karla Castañeda, Guy Davis, Dennis Berardi, Nathan Robitaille, and Terry Notary. Known for his insistence on high standards, del Toro assembled a team that embodied craft and precision, working collaboratively to produce something extraordinary.

Laila Mignoni, head of global communications at PATRÓN Tequila, explains, "From the outset, the creative vision was to tell the story of PATRÓN in a way that feels cinematic and intentional, drawing parallels to the uncompromising spirit and greatness embodied by Guillermo del Toro. He brought this vision to life by infusing the direction of 'The Perfect Pour' with rich Mexican visual language and motion-capture performances to create skeletons that enliven his world in a manner that feels both handcrafted and technically masterful. What appears to be a simple pour transforms into an incredibly intricate, multifaceted world designed with exceptional precision and care—just like our process at PATRÓN."

Viewers in the USA can catch the TV premiere of "The Perfect Pour" on March 18 during the Golden State Warriors vs. Boston Celtics game on ESPN. The campaign will expand through various platforms including TV, online video, and social media channels, offering behind-the-scenes content that provides an intimate look into del Toro’s creative process and the precision involved in the 'Perfect Pour' shot.

Throughout this year, the campaign will be launched in additional markets worldwide. With "The Perfect Pour," PATRÓN reinforces its position as a leader in the super-premium tequila category, honoring the care, craftsmanship, and shared commitment behind every bottle while reminding audiences that achieving brilliance requires conscious intention in every step of the process.

About PATRÓN Tequila

From the meticulous hand-harvesting of high-quality 100% Weber Blue Agave to the traditional distilled process and the individual labeling, numbering, and testing of each bottle, PATRÓN Tequila is crafted with the highest levels of precision and care. Although PATRÓN has become one of the most recognized and esteemed luxury spirit brands in the world, it continues to be produced in the highlands of Jalisco, Mexico, in small batches and with the same commitment to quality and craftsmanship. For more information about PATRÓN Tequilas and liqueurs, visit www.patrontequila.com. Enjoy PATRÓN responsibly.