Tequila brand Patrón has unveiled its new campaign "Our Hands", the Spirit Business reports. The campaign has been launched as a tribute to the local artisans behind the brand.
"Our Hands" was shot at manufacturer Hacienda Patrón, in the highlands of Jalisco, Mexico, and features those behind the production of the liquid – a jimador, tahona miller, fermenters, distillers, and bottlers – coming together to craft it.
“With more than 2,000 employees at Hacienda Patrón, our Tequila is passionately handcrafted by our familia before it leaves the distillery,” said Ronan Beirne, global vice-president, Patrón Futures.
“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.”