The Patrón Aficionado program has hosted over 400 leading mixologists across the US in an effort to reaffirm Patrón tequila's market leading position. However, the key message Patrón is communicating is that this ultra-premium tequila, while mass distributed, is not mass made. Every step of the Patrón process hews to tradition and is made entirely by hand.
Guests learn from Patrón's very own distillers about the myriad techniques involved in producing the spirit. The experience is set in a gallery-like environment where key artifacts are used to illustrate the production processes. And, the experience is complemented by a socializing opportunity where mixologists have the opportunity to interact casually with Patrón consumers and executives.
The next stop for the Patrón Aficionados program is New York in September.