spirits

Patron Debuts Virtual Reality Experience On Cinco de Mayo

In time for Cinco de Mayo, Patrón is releasing a virtual reality experience that takes viewers on tour of the Hacienda Patrón distillery in the highlands of Jalisco, Mexico.

The “Art of Patrón Virtual Reality Experience” is the first by a brand to combine live-action film and cinematic CGI animation, according to the company.

Inspired by the Patrón logo's bee symbol, the film offers a bee's-eye view of the process of making the tequila, from harvesting the Weber Blue Agave to the traditional distillation process and individual labeling, numbering, and inspection of each bottle.

While many brands are using virtual reality largely for entertainment, Patrón is using the interactive technology "as a unique educational tool, to give an immersive, behind-the-scenes look into the artisanal process of making our handcrafted tequila,” summed up Lee Applbaum, global CMO at Patrón Spirits. 

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Lead creative agency Firstborn and director Mark Kudsi employed a custom-built drone, outfitted with seven GoPro cameras and operated by a licensed drone pilot, to execute long, continuous shots that included feats such as diving 30 feet into an agave field. Binaural audio captured sound from all directions throughout.

The experience will be offered through VR headset stations in select retailers in the U.S. starting on Cinco de Mayo. 

It will also be offered in select retailers and on-premises locations, and Patrón events and educational seminars, around the world. Later this month, the video and behind-the-scenes footage will be posted on www.artofpatron.com.

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