Patron Tequila has launched a new integrated brand platform that showcases artisanal craftsmanship. “The Art of Patron” brings together “five pillars that celebrate the artistry of the brand”: culinary arts, mixology and cocktails, music and culture, the Patron bottle itself, and handmade Patron tequilas, according to a press release.
The program will recognize artists’ commitment to his or her respective craft—from tequila makers to bartenders to musicians, and chefs—with a 360-degree approach through marketing, public relations, digital and events.
According to Lee Applbaum, global chief marketing officer at Patron Spirits, the company has “enthusiastically supported the arts and artists, not to mention making uncompromising, artisanal tequila.” The Art of Patron, he said, “is our platform for connecting each of those bright stars into one, highly visible constellation.” This includes:
Culinary Arts. Patron sponsors numerous annual culinary events such as the Food & Wine Classic in Aspen, DIFFA Dining by Design, and Pebble Beach Food & Wine. Additionally, for several years, Patron has organized a series of “Secret Dining Society” events in which local chefs and bartenders collaborate to create curated meals paired with Patron cocktails, in unexpected “secret” locations.
Mixology and Cocktails. Through Patron’s partnership with the United States Bartenders’ Guild, together with its “60 Hands Alliance” of talented bartenders, and other initiatives with the spirits and hospitality trade, The Art of Patron will showcase the talent and expertise behind the craft and design of inventive cocktails.
Music and Culture. Beginning this month, Patron is partnering with Rolling Stone and their recently launched Rolling Stone Films video platform, to celebrate the unique stories of artists.
The Patron Bottle. Handcrafted by skilled glass artisans, the Patron tequila bottle not only houses the world’s highest-quality tequila, but over the years it has also become the muse for professional and amateur artists alike. A large component of The Art of Patron initiative includes a consumer bottle art contest launching in March to design and share creative or functional works of art using the Patron bottle as inspiration.
Patron Tequilas. The Art of Patron also celebrates and honors the men and women at the Hacienda Patron distillery in the Highlands of Jalisco, Mexico. Set for release later this year, two brand new extra-aged Patron tequila special editions will be introduced, both of which are meant to embody the art of tequila making.
The Art of Patron program also includes off-premise retail materials, on-premise integration in bars and restaurants, and PR and media support. The company plans several Art of Patron events across the country later this year, in addition to Secret Dining Society dinners, Rolling Stone events, and numerous sponsorships of culinary, food and cocktail festivals. For more information, visit artofpatron.com, or check out Patron’s @patron social media channels (with the hashtag #artofpatron).