Patrón Tequila is a name synonymous with quality and craftsmanship in the world of premium spirits. Since its inception in 1989, Patrón has set itself apart by adhering to traditional methods while embracing innovation. This article delves into the rich history of tequila, the evolution of the Patrón brand, and the exceptional people behind its production. We will explore the meticulous processes that ensure Patrón’s consistent excellence and highlight the unique aspects that make Patrón Tequila a true standout in the industry.
The history of tequila
Tequila’s origins are deeply rooted in Mexican culture, dating back to the ancient civilizations that revered the agave plant. The Spanish introduction of European distillation techniques in the 1500s transformed agave into a distilled spirit. Over the centuries, tequila evolved, gaining distinction from mezcal in the 1890s. By 1974, the appellation of origin for tequila was established, setting strict standards for production.
The birth and growth of Patrón
Patrón Tequila was born in 1989, founded by John Paul DeJoria and Martin Crowley. Their vision was to create the world’s finest ultra-premium tequila. From its modest beginnings, Patrón has grown into a global brand, renowned for its dedication to quality and tradition. Despite its expansion, Patrón has remained refreshingly true to its roots, continuously replicating its original production process.
Patrón’s commitment to traditional methods
One of the hallmarks of Patrón is its commitment to traditional production methods. Unlike many producers that have automated their processes, Patrón maintains a hands-on approach. This includes sourcing Blue Weber Agave from local farmers in the highlands of Jalisco, Mexico. This region is known for its ideal terroir, producing agave with the perfect balance of sugars for premium tequila.
The role of the agave farmers
Patrón’s relationship with agave farmers is built on long-term partnerships, ensuring a consistent supply of high-quality agave. These farmers, often working on family-owned lands, hand-trim and harvest the agave piñas, maintaining the traditional methods passed down through generations.
The production process
The journey from agave to bottle at Hacienda Patrón is a meticulous process that ensures the highest quality tequila. Here’s a look at the key steps:
Baking the agave
After harvesting, the agave piñas are slow-cooked in small brick ovens. This traditional method converts inulin into fermentable sugars, enhancing the complexity of flavours. Patrón eschews modern autoclaves or diffusers, staying true to its artisanal roots.
Milling
Patrón uses a combination of traditional tahona milling and modern roller milling. The tahona mill, a two-ton volcanic stone, crushes the agave, mixing its fibres and juice. This method, combined with roller milling, allows for precise sugar extraction and contributes to the unique flavour profile of Patrón tequilas.
Fermentation and distillation
Fermentation takes place in small pinewood tanks using proprietary yeast. This process transforms the agave’s sugars into alcohol, imparting distinctive flavours. Distillation occurs in small copper pot stills, which refine the tequila, enhancing its smoothness and aromatic qualities.
Blending and aging
Patrón’s blending process combines distillates from both tahona and roller mills, creating a balanced and complex tequila. The aging process varies for each type of tequila. Patrón Silver is unaged, showcasing pure agave flavours. Reposado, Añejo, and Extra Añejo tequilas are aged in oak barrels, adding layers of complexity and depth.
The people behind Patrón’s excellence
At the heart of Patrón’s success are the people who bring their passion and expertise to every stage of production. From the farmers and jimadors to the distillers and hospitality team, each individual plays a crucial role.
This means people like Marty Pineault: A true brand champion
Marty Pineault, Patrón’s National Brand Ambassador for Canada, embodies the brand’s dedication to excellence. “At Patrón Tequila, the decisions that are made always place quality and taste first, ensuring our product remains our focus,” says Pineault. His commitment to the brand is a testament to the passion that drives Patrón’s team. Marty hosted us at the Hacienda over a couple of days, where we got to experience his interactions with the team, the farmers, and all of us. His passion for the brand, the product, and the experience it all has to offer, is incredible. Clearly, Patrón has made a mark on him and that transcends into every interaction he has with others. It was noticed. Felt, if you will. And it has left a mark of a lifetime on all of us; one we are so pleased to share with you.
The Hacienda Patrón experience
Hacienda Patrón, located in Atotonilco, Jalisco, is more than a distillery; it’s a testament to the brand’s heritage. Invite-only visitors are lucky enough to have the Hacienda experience firsthand, and the meticulous care that goes into producing each and every single bottle of Patrón worldwide. The hospitality team there also ensures that every guest feels welcome and understands the dedication behind the brand.
Innovation and sustainability
While Patrón remains rooted in tradition, it also embraces innovation. Under the guidance of Master Distiller David Rodriguez, Patrón has introduced new products like Patrón El Cielo, a prestige Silver tequila. This balance of tradition and innovation keeps Patrón at the forefront of the industry.
Sustainability efforts
Patrón is committed to sustainability and social responsibility. The brand’s initiatives include advanced water treatment processes, the use of natural gas to reduce emissions, and the creation of compost from leftover agave fibres. Patrón also supports reforestation efforts and engages in research on agave sustainability.
The region: Highlands of Jalisco
The highlands of Jalisco, with their unique soil and climate conditions, are essential to the quality of Patrón Tequila. The Blue Weber Agave grown here has a higher sugar content, which is crucial for producing premium tequila. This region, steeped in tradition, provides the perfect environment for cultivating agave that meets Patrón’s high standards.
The Patrón difference
Patrón’s dedication to quality and tradition is evident in every aspect of its production process. By maintaining small-batch production and handcrafting each bottle, Patrón ensures that its tequilas are consistently exceptional. The brand’s decision to source agave from local farmers rather than growing its own highlights its commitment to supporting the community and preserving traditional farming methods.
Higher standards, higher quality
Patrón’s high standards mean that it yields less liquid compared to industrialized methods. This meticulous process, while resulting in lower quantities, ensures the highest quality, justifying the premium price of Patrón Tequila. “We don’t cut any corners in our process,” Pineault emphasizes, underscoring the brand’s commitment to excellence.
Patrón Tequila stands as a beacon of quality in the spirits industry, a testament to the power of tradition, innovation, and passion. From its rich history and meticulous production process to the dedicated individuals who bring it to life, Patrón embodies the pinnacle of ultra-premium tequila. The brand’s commitment to sustainability and social responsibility further elevates its status, ensuring that Patrón remains not just a tequila brand, but a symbol of heritage and craftsmanship.
For those looking to explore the world of premium tequila, Patrón offers an unparalleled experience that honours the past while embracing the future. As Marty Pineault advises, “Research your NOM – the Norma Oficial Mexicana number – to understand production processes behind your tequila of choice.” This advice highlights the importance of authenticity and quality in tequila production, values that Patrón has upheld since its inception.
In every bottle of Patrón, one can taste the legacy of a brand that has remained true to its roots while continually striving for excellence. Whether you are a seasoned tequila connoisseur or a curious newcomer, Patrón offers a timeless experience that celebrates the art of tequila-making and honours the dedication of the people behind it.
Editor's note: The team was invited down and hosted at the Hacienda Patrón, for a first hand experience of all of the above. A special thank you goes out to the Patrón familia for their incredible hospitality.
