HAMILTON, Bermuda, March 18, 2026 /PRNewswire/ -- PATRÓN Tequila, the world's number one super-premium tequila*, today unveiled its new global campaign celebrating craft, intention and the pursuit of greatness with the launch of a short film directed by award-winning and visionary Mexican filmmaker .
At the heart of the campaign is a striking film that transforms a seemingly simple act — the pouring of PATRÓN Tequila — into a cinematic moment. What begins as a quiet, singular pour gradually reveals the full scale of production behind it: Guillermo del Toro's meticulous direction, a complete crew working in perfect sync, and the extraordinary precision required to capture every detail. Hiring a critically acclaimed, award–winning filmmaker to direct a simple, single pour may seem excessive—but it mirrors the lengths we go to craft every bottle of PATRÓN. When you refuse to compromise on your process, even the smallest detail deserves perfection.
said Guillermo del Toro.
That same attention to detail and uncompromising ethos mirrors the story and spirit of PATRÓN Tequila. PATRÓN Tequila is meticulously handcrafted in Jalisco, Mexico, from just three ingredients — 100% Weber Blue Agave, water, and yeast. Each bottle of PATRÓN Tequila is shaped by generations of expertise, crafted by more than 60 skilled hands, and guided by a commitment to doing things the right way with precision and care.
"" said Roberto Ramirez-Laverde, Global Senior Vice President, PATRÓN Tequila. hiring .
Filmed on location at Hacienda PATRÓN in Jalisco, Mexico, the film, created in partnership with BBH USA, celebrates del Toro and PATRÓN Tequila's shared commitment to uncompromising perfection. Del Toro's creative lens comes to life through colorful and distinctly Mexican visual elements, including a stylized skeleton crew, representing the many hands and artistry behind both the film and every bottle of PATRÓN. That spirit extended behind the camera as well, with an award-winning Mexican-led crew including Guillermo Navarro, Karla Castañeda, Guy Davis, Dennis Berardi, Nathan Robitaille, and Terry Notary. Known for never compromising on the people he works with, del Toro assembled a team with a shared artistry and precision that worked hand in hand to create something extraordinary.
," said Laila Mignoni, VP, Global Communications at PATRÓN Tequila. ".
U.S. viewers can watch the TV premiere ofon 3/18 on ESPN during the Golden State Warriors @ Boston Celtics NBA regular season game. Following the launch of the film, the campaign will roll out across TV, online video, digital and social channels, including exclusive behind-the-scenes content offering an intimate look at del Toro's creative process and the precision behind the "perfect pour" shot.
The campaign will also debut in additional markets around the world, later this year.
With , PATRÓN reinforces its leadership in the super-premium tequila category, celebrating the care, craft, and collective effort behind every bottle, and reminding audiences that when things are made with intention at every step of the process, the results are simply perfect.
From hand-harvesting the highest-quality 100% Weber Blue Agave, to the traditional, time-honored distillation process and individual labeling, numbering, and inspection of each bottle, PATRÓN Tequila is crafted with meticulous precision and care. Though PATRÓN has grown to become one of the most recognized and respected luxury spirits brands in the world, it is still exclusively produced in the Highlands of Jalisco, Mexico, in the same small batches and with the same commitment to quality and craftsmanship. For more information about PATRÓN Tequilas and Liqueurs, please visit . The perfect way to enjoy PATRÓN is responsibly.
PATRÓN is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.
PATRON, ITS TRADE DRESS AND THE BEE LOGO ARE TRADEMARKS.
THE PERFECT WAY TO ENJOY PATRÓN IS RESPONSIBLY.
©2026. PATRÓN TEQUILA, ITS TRADE DRESS AND THE BEE LOGO ARE TRADEMARKS. HANDCRAFTED IN MEXICO.
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