Applauding hand-crafted tequila

"In the heart of Jalisco, Mexico, a group of PATRÓN artisans come together to celebrate the craft of making tequila by hand," says the blurb. "From harvesting the finest Weber blue agave to hand-sealing every bottle, it’s a process rooted in tradition and authenticity". What do you think of the ad? Meh, or beautiful and upbeat, with a touch of mystique? The compelling sound for this campaign is by Grammy winner Andrés Levin. The brand explains that the ad is designed to illustrate "how our dedicated PATRÓN artisans play such an important role in creating our super premium tequila through handcrafted techniques and small batch distilling methods, and by using only three, natural ingredients." Those ingredients are agave, water and yeast. Tequila is made from the blue agave plant native to, and an important economic product of, Jalisco, Mexico. It does not have to be 100% agave; the legal requirement is 51% and some distillers fill out the rest with a neutral spirit made from cane sugar juice, creating what is known as a 'mixto' tequila. The global tequila market was valued US$ 9.7 billion in 2021 and is predicted to surpass US$13.5 billion by 2028.

Keywords: PATRÓN tequila, PATRÓN Our Hands, tequila commercials, Christmas ads 2022, designer Sandra Weil, MullenLowe Los Angeles