Celebrating the Art of the Handcraft

NEW YORK, Feb. 11, 2015 /PRNewswire/ -- Patron is widely credited with creating the ultra-premium tequila category, showcasing the art of handcrafted tequila. But it's everything about the brand – from the unparalleled quality of the tequila, to the iconic bottle, and high profile events that Patron supports – that truly define and symbolize Patron's commitment to artisanal craftsmanship. And in celebration of this, The Patron Spirits Company has launched an integrated new brand platform, "The Art of Patron."

The Art of Patron brings together five pillars that celebrate the unwavering artistry of the brand: culinary arts, mixology and cocktails, music and culture, the iconic Patron bottle itself, and of course handmade Patron tequilas. The integrated 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.

"At Patron, we've always believed that crafting the world's finest tequila is an art. That inspiration led us to create 'The Art of Patron,' a unique collection of experiences that reflect artists' uncompromising commitment to their specific craft," said Lee Applbaum, Global Chief Marketing Officer at Patron Spirits. "For years we've enthusiastically supported the arts and artists, not to mention making uncompromising, artisanal tequila. 'The Art of Patron' is our platform for connecting each of those bright stars into one, highly visible constellation."

This constellation includes:

Culinary Arts
Patron is deeply committed to recognizing and celebrating the culinary arts. The brand has long supported chefs and food professionals, and proudly 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 where local chefs and bartenders collaborate to create highly curated and intimate meals paired with Patron cocktails, in unexpected "secret" locations.

Mixology and Cocktails
A fine cocktail is truly a work of art mastered by gifted bartenders and mixologists who understand how to pair different flavors, textures, aromas and design. 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 applauds the talent and expertise behind the craft and design of inventive cocktails.

Music and Culture
Singers and songwriters express their artistry and talent through music. Beginning this month, as part of The Art of Patron, 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
The Patron bottle itself is a work of art. Handcrafted by skilled glass artisans, the Patron tequila bottle not only houses the world's highest-quality tequila, 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
At its core, The Art of Patron also celebrates and honors the talented men and women at the Hacienda Patron distillery in the Highlands of Jalisco, Mexico, who handcraft every drop of this artisanal spirit. Set for release later this year, two brand new extra-aged Patron tequila special editions will be introduced, both of which truly embody the fine art of tequila making.

Every step in producing Patron tequila – from harvesting the highest-quality 100 percent Weber Blue Agave, to the traditional, time-honored distillation process and individual labeling, numbering, and inspection of each bottle – is done with the careful precision and care that can only be accomplished by hand. Though Patron has grown to become one of the most-recognized and respected luxury spirits brands in the world, it is still exclusively produced in the Highlands of Jalisco, Mexico, in the same small batches and with the same commitment to quality and craftsmanship.

The Art of Patron initiative comes to life in a digital hub at www.artofpatron.com, with support from Patron's @patron social media channels (with the hashtag #artofpatron). The Art of Patron program also includes off-premise retail materials, on-premise integration in bars and restaurants, and PR and media support. Later in the year, several Art of Patron events are planned across the country as well, in addition to Secret Dining Society dinners, Rolling Stone events, and numerous sponsorships of culinary, food and cocktail festivals.

For more information about Patron tequilas and liqueurs, please visit www.patrontequila.com.

SOURCE The Patron Spirits Company

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