PATRÓN Tequila unveils The Perfect Pour
New marketing campaign directed by acclaimed director Guillermo del Toro, celebrates the uncompromising spirit and craft behind every bottle of PATRÓN Tequila.
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PATRÓN Tequila, the world’s number one super-premium tequila, have unveiled its new global campaign celebrating craft, intention and the pursuit of greatness with the launch of The Perfect Pour, a short film directed by award-winning and visionary Mexican filmmaker Guillermo del Toro.
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: 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.
“Perfection isn’t rushed, it’s built frame by frame, pour by pour,” said del Toro. “I believe in artistry over industry, soul over process, and making things without compromise. That’s what drew me to this collaboration with PATRÓN. This film is about honouring craft, intention, and the beauty that comes from doing things the right way.”
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.
Credits
View on- Agency BBH/New York
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- Director Guillermo del Toro
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Credits
View on- Agency BBH/New York
- Director Guillermo del Toro
- Designer Guy Davis
- DP Guillermo Navarro | (DP)
- VFX Supervisor Dennis Berardi
- Animator Karla Castaneda
- Sound Designer Nathan Robitaille
- Talent Guillermo del Toro
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency BBH/New York
- Director Guillermo del Toro
- Designer Guy Davis
- DP Guillermo Navarro | (DP)
- VFX Supervisor Dennis Berardi
- Animator Karla Castaneda
- Sound Designer Nathan Robitaille
- Talent Guillermo del Toro
“At Patrón, we’ve always believed that how you make something matters,” said Roberto Ramirez-Laverde, Global Senior Vice President, PATRÓN Tequila. “From day one, we've never compromised on how we craft our tequila, using only three natural ingredients (agave, water, time) and traditional, time-honoured methods to give our tequila the patience and care it deserves. Guillermo shares that same dedication to greatness and refusal to compromise. The Perfect Pour delivers a message that hiring an award–winning filmmaker to direct a simple pour shot may seem excessive, but those are the same lengths we go to craft every bottle at Patrón. We don’t compromise on our process."
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 stylised 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.
“From the beginning, the creative vision was to tell the Patrón story in a way that felt cinematic and intentional, drawing parallels to uncompromising spirit and greatness of Guillermo del Toro,” said Laila Mignoni, VP, Global Communications at PATRÓN Tequila. “Guillermo brought that vision to life by directing The Perfect Pour using rich Mexican imagery and motion capture performers to create skeletons to bring his world to life that feels handcrafted yet technically masterful. What appears to be a simple pour becomes an incredibly detailed, rich world that is crafted with extraordinary precision and care just like our process at Patrón."
