Tequila brand Patrón has unveiled a campaign that intends to celebrate its ‘authentic Tequila production’.
Shot in the highlands of Jalisco, Mexico, the ‘Our Hands’ spot showcases the people behind the production of the alcohol including a jimador, tahona miller, fermenters, distillers, and bottlers.
Produced by creative agency Mullen Lowe Los Angeles, the brand’s campaign saw Mexico-based designer Sandra Weil provide each Tequila artisan with hand-cut and hand-sewn garments. Artist and innovator Andrés Levin was also recruited to produce the commercial’s sounds and music.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“With more than 2,000 employees at Hacienda Patrón, our Tequila is passionately handcrafted by our familia before it leaves the distillery,” Patrón Futures global vice-president, Ronan Beirne, said.
“We’re incredibly proud of the new ‘Our Hands’ creative because it illustrates how our dedicated Patrón 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.
“The craftsmanship, creativity, and talent of our people has allowed us to constantly experiment, explore and create bold innovations whilst staying committed to our handcrafted production process.
“At a time when families are coming together for the holidays, we’re putting a spotlight on our own artisan ‘familia’ and championing the people who are the pulse of the Tequila.”
