From humble beginnings to tequila royalty
It’s wild to think that Patrón—now one of the most recognized names in the world of tequila—started out as a long-shot idea between two friends with a love for good spirits. When John Paul DeJoria (yes, of Paul Mitchell fame) and Martin Crowley launched the brand in 1989, they weren’t trying to cash in on a trend. They were trying to rewrite how people thought about tequila. No more salt, lime, and wincing. Just a well-made agave spirit, sipped and appreciated like fine bourbon or scotch.
Their goal? Create a truly premium tequila using traditional methods, in small batches, with serious attention to detail. It wasn’t just about fancy packaging or clever marketing (though that signature hand-blown bottle certainly didn’t hurt). They built the brand on craft, on quality, and on honoring the soul of Mexico’s most famous spirit.
The highlands of Jalisco: why terroir matters
Patrón’s home is in the highlands of Jalisco—where the soil is red, volcanic, and rich with minerals, and the agave grows slower and sweeter. These highland-grown Blue Weber agaves are key to Patrón’s signature flavor: soft, floral, and citrusy. Instead of cutting corners with diffusers or additives, Patrón takes its time.
Each piña (that’s the heart of the agave) is harvested by hand and baked slowly in traditional brick ovens. From there, they’re crushed with a tahona wheel—an ancient, labor-intensive method that gently extracts the juice without damaging the flavor. It’s not the easiest or fastest way to make tequila, but it shows in the taste.
Fermentation takes place in pine wood tanks (not stainless steel), and distillation happens in small copper pot stills. Every step is about restraint, balance, and letting the agave speak.
A distillery that feels like a hacienda
The whole process happens at Hacienda Patrón, a custom-built distillery that looks more like a boutique hotel than a booze factory. But it’s not about flash. It’s about control. Patrón oversees everything from start to finish, making sure each bottle that leaves the hacienda lives up to their standards.
And speaking of bottles—each one is hand-numbered, corked, and sealed by real people, not machines. There’s something kind of charming about that. It feels like you’re opening something made by hands, not just churned out of a factory.
Patrón and the rise of premium tequila
Let’s be real: before Patrón, most folks weren’t exactly sipping tequila. It was shots at a college party, or maybe hidden in a margarita. Patrón helped change all that. By leaning into quality, transparency, and tradition, they helped kick off a wave of premium tequilas that treat agave with the same reverence as aged rum or single malt scotch.
In the early 2000s, it went from bartender secret to pop culture staple. It showed up in music videos, on top shelves, and in serious cocktail programs. Suddenly, people were paying attention to tequila—and asking better questions about how it’s made.
Even with that growth, Patrón hasn’t lost its soul. The team still produces in small batches. They still use traditional methods. And they’ve doubled down on sustainability, implementing water recycling systems and turning leftover agave fibers into compost.
What we carry at Ace Beverage
We carry Patrón because it’s the real deal. Smooth, yes. Mixable, definitely. But most importantly—it’s made with intention. If you're just getting into tequila or you're already way down the agave rabbit hole, Patrón is one of those labels you can always count on.
Here are a few of our go-to bottles:
- Patrón Silver – Bright, fresh, and citrusy. Great for sipping or mixing.
- Patrón Reposado – Rested for a couple months in oak barrels. Adds a little warmth and softness.
- Patrón Añejo – Aged over a year. Rich, complex, with notes of vanilla and toasted oak.
Each one is solid—and worth exploring side by side if you’re looking to taste the difference aging and process can make.
Why it still matters
Today, there are plenty of excellent tequilas out there. But Patrón still holds a special place because it was one of the first to say, “Hey, this stuff deserves respect.”
It didn’t just open the door—it kicked it wide open for other small-batch producers, bartenders, and agave farmers to get the recognition they deserved. And even now, as part of a larger spirits portfolio, Patrón stays true to its roots.
It’s made by real people in a real place, using real ingredients. And that still matters.
Final thoughts
Whether you're mixing up drinks for a crowd or winding down with something neat, Patrón holds its own. It's not hype—it's heritage. And it's one of those bottles we never mind recommending.
Cocktail suggestion: Patrón Reposado Paloma
Ingredients:
- 2 oz Patrón Reposado
- 1 oz fresh grapefruit juice
- 0.5 oz fresh lime juice
- 0.5 oz agave syrup
- Sparkling water
- Grapefruit wedge and salt (optional, for garnish)
Method:
- Rim a tall glass with salt (optional).
- Combine tequila, grapefruit juice, lime juice, and agave syrup in a shaker with ice.
- Shake well and strain into the prepared glass over fresh ice.
- Top with sparkling water and garnish with a grapefruit wedge.
Why it works: Reposado’s subtle oakiness plays perfectly with the tart grapefruit and bright lime. It’s refreshing, balanced, and just a little bit fancy.
