Tequila has been around for generations, but when Patrón was launched in 1989 it was introduced to the world as ultra-premium tequila.
Patrón (Spanish for “the good boss”) is the brainchild of two entrepreneurs, John Paul DeJoria and Martin Crowley, whose love of tequila and desire to create the best tequila in the world led them to a factory high in the mountains of Jalisco, Mexico, producing an extraordinary spirit. A few changes later, Patrón tequila, now the world’s top-selling ultra-premium tequila, was ready for market, and The Patrón Spirits Company (formerly St. Maarten Spirits, Ltd.) was born.
That factory, in the small town of Atotonilco, is now a new multimillion-dollar facility and guest hacienda where 700 employees create by hand the tequila that goes into every bottle. And The Patrón Spirits Company, headquartered in Las Vegas, now imports and markets a portfolio of the fine top-quality spirits, including its signature Patrón tequila line.
Patrón’s success is due in no small part to its founders’ hunch early on that consumers were ready for an ultra-premium tequila. In the short time since it was introduced, Patrón has outsold all other ultra-premium tequilas in the world combined.
The company’s other products – Patrón XO Café (tequila and coffee liqueur), Patrón Citrónge (orange liqueur) and Pyrat rums (fine Caribbean sipping rums) – have also earned their own acclaim by carving out a growing slice of the fine spirit market.