History & Heritage

Origins and Founding (1989)

Patrón Tequila was founded in 1989 by two visionary entrepreneurs, John Paul DeJoria and Martin Crowley. The goal was to create a premium, high-quality tequila that could rival the best spirits in the world. They chose to produce tequila from blue agave plants grown in the Highlands of Jalisco, Mexico, known for their rich soil and ideal climate for cultivating agave.

The Name "Patrón"

The word "Patrón" translates to "boss" or "patron" in Spanish, which was intended to signify a top-tier product. Patrón set out to distinguish itself from other tequila brands by focusing on craftsmanship and quality, rather than mass production.

The Crafting Process

Patrón’s production process emphasizes tradition, with many steps still done by hand. The process starts with the harvest of the blue agave, whose heart, or "piña," is cooked in traditional brick ovens. Afterward, the piñas are crushed using a large stone wheel called a "tahona" to extract the juice. The juice is then fermented, distilled, and aged (if applicable) in barrels.

What sets Patrón apart is its commitment to producing small batches, often involving hand labeling and hand-numbering each bottle. This dedication to quality is reflected in their signature smooth, refined taste.

Rise to Prominence

Patrón became widely recognized in the 1990s and early 2000s, quickly growing in popularity due to its premium positioning and association with a luxury lifestyle. Patrón was among the first tequila brands to promote itself as a luxury spirit, elevating tequila from a traditional Mexican drink to an internationally recognized, high-end spirit.

Acquisition by Bacardi

In 2018, Patrón was acquired by Bacardi Limited, one of the world’s largest privately-held spirits companies. Despite the acquisition, Patrón has continued to operate with a focus on craftsmanship, and its distillery in Jalisco, Mexico, remains the heart of its production.

Heritage and Craftsmanship

Patrón has maintained its commitment to handcrafting tequila with an emphasis on quality. The distillery employs artisans and master distillers who uphold the traditional methods while using modern techniques to ensure consistency and excellence. The company also focuses on sustainability, including initiatives to reduce its environmental footprint, such as using recycled glass for its iconic bottles.