Inventing the sipping tequila
Systems & Standards
Employer Brand
Creative Services
A donkey stands in an agave field.
The Patrón Spirits Company

The Patrón Spirits Company crafts ultra-premium spirits and tequilas for sale in more than 100 countries across the world.

Booklet opened to a page that reads, "It takes 60 hands to make 1 bottle of the world's finest ultra-premium tequila."
A factory worker in the Patrón bottle manufactory.
3 Patón bottles superimposed over a light grey background. The flavors are Silver, Reposado and Añejo.
The Patrón Spirits Company

Developed by the owner as a passion project, Patrón approached Gershoni to be the first agency on board to define the brand and prepare to launch into a consumer market.

Four cocktails staged in front of a Patrón cocktail cookbook.
Behind-the-scenes shot of a chef being filmed as he prepares a cocktail using Patrón.
A chef in a white apron makes a cocktail using Patrón tequila.
The Patrón Spirits Company

Spending time at Patrón’s Jalisco distillery, we saw firsthand how small-batch tequila drew from the people and the land.

Inspired by the tastemakers themselves—the bartenders—we crafted a brand strategy that positioned Patrón as the world’s first ultra-premium tequila. From creative services to influencer campaigns, packaging to POS, we developed a non-traditional pathway for the brand to enter and thrive in the U.S. market, working with Patrón as it launched in the U.S. and across the globe, growing from 5,000 to 2.5 million cases per year.

Mock-up of a computer, tablet and cellphone opened to the Patrón website.
The Patrón Spirits Company

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