Tradition, innovation and quality: The heartbeat of the Hacienda Patrón

Patrón Tequila has long been synonymous with premium quality and exceptional taste. But what most consumers of this tequila don’t see outside of the recognizable bottle and signature green ribbon is the process by which this all comes together. The singular place by which the Patrón reputation was built, maintained and thrives. The Hacienda Patrón is a place where tradition meets innovation and where every bottle of Patrón is crafted with meticulous care. I had the opportunity to spend several days at this exclusive invite-only Hacienda where I took a look behind the curtain into the entire process. In a conversation with Marty Pineault, Patrón Execution Manager & National Brand Ambassador for Canada, we delve into what sets Patrón apart from other tequila producers and how the Hacienda influences its global image.

See also: The Patrón difference: A look into Patrón tequila

Traditional methods in a modern world

One of the defining characteristics of Patrón Tequila is its commitment to traditional production methods. Marty Pineault highlights this dedication saying, “At Patrón, we pride ourselves on keeping traditional methods. We choose to continuously replicate the original method of how Patrón was made in 1989, versus automating our production, like many choose to do in order to maximize production output.”

At Patrón, we pride ourselves on keeping traditional methods.

Marty Pineault, Patrón Execution Manager & National Brand Ambassador, FOR Canada

This adherence to traditional methods means that Patrón eschews large-scale automation in favour of hand-crafted techniques. The agave piñas are hand-trimmed and baked in small clay brick ovens, a process that ensures the highest quality and preserves the authentic flavour of the agave.

Quality and taste above all

During our discussion, Pineault emphasized the importance of quality and taste in Patrón’s production process. “At Patrón Tequila, the decisions that are made always place quality and taste first, ensuring our product remains our focus. Patrón has industry-leading standards in terms of selecting the quality of our raw ingredients, and we don’t cut any corners in our process. Instead, we choose to do everything in small batches and by hand, to ensure exceptional quality.”

This meticulous approach extends to every aspect of production, from the selection of raw materials to the final bottling, a process mostly done by hand. By maintaining small batch production, Patrón can closely monitor and control the quality of each bottle, ensuring that every sip meets the high standards for which the brand is known.

Balancing tradition with innovation

While tradition is a cornerstone of Patrón’s production process, innovation also plays a crucial role. According to Pineault, “The balance of tradition and innovation is a testament to the incredible skill of legendary Master Distiller David Rodriguez, and his talented team of distilling artisans. Focusing on tradition, they maintain the time-honoured small batch production process that yields simply perfect tequilas, as we’ve always done, while bringing in new innovations such as Patrón El Cielo, the first of its kind prestige Silver tequila on the market.”

Patrón El Cielo exemplifies this blend of tradition and innovation, offering a unique, premium product that stands out in the market. The introduction of such products demonstrates Patrón’s ability to innovate while staying true to its roots.

The global perception of Patrón Tequila

The Hacienda Patrón is not just a production facility; it is a symbol of the brand’s commitment. A cerebral approach to every detail of the lifecycle of a Patrón bottle. Pineault explains, “From start to finish, all Patrón Tequilas are created at Hacienda Patrón. Regardless of how premium tequila evolves globally, it’s here that we preserve traditional tequila production methods: Hand-trimming and cutting agave before baking it in small clay brick ovens, tahona milling to crush the agave piñas, fermentation in pinewood tanks, and distillation in small copper pot stills. We believe that this emphasis on time-honoured methods keeps our tequilas a class apart and allows us to maintain tradition while driving innovation.”

This commitment to traditional production methods at the Hacienda ensures that Patrón remains a benchmark for quality in the global tequila market. The Hacienda itself has become a symbol of premium tequila, influencing how Patrón is perceived around the world.

Advice for tequila enthusiasts & figuring out your “NOM”

For those looking to deepen their understanding of premium tequila, Pineault offers valuable advice: “We always recommend researching your NOM – the Norma Official Mexicana number – to understand production processes behind your tequila of choice. The NOM number denotes that the bottle is authentic tequila produced in Mexico, and what tequila producer it comes from. If two brands share a NOM number, they were made in the same place and may even share the same process. You’ll only ever see a NOM of 1492 on Patrón Tequila products, because that’s all we make.”

Exploring Patrón Tequila’s lineup

Patrón’s premium lineup includes some standout products, each offering a unique tasting experience:

1. Patrón Extra Añejo: This tequila is aged for more than three years in oak barrels, giving it a rich, complex flavor with notes of vanilla, dry fruits, and a hint of caramel.
2. Patrón Reposado: Aged for a minimum of two months, this tequila has a smooth taste with hints of oak, citrus, and honey.
3. Patrón Silver: Known for its crisp, smooth taste, Patrón Silver offers a fresh agave flavor with subtle citrus and pepper notes.
4. Patrón El Cielo: A premium silver tequila that combines tradition with innovation, offering a smooth, elevated tasting experience.
5. Patrón Piedra: A rich amber tequila with earthy and woody aromas, featuring flavors of sweet French toast, chocolate, and caramel, and a long, smooth finish.
6. Patrón Platinum: A crystal-clear tequila with fresh agave and citrus aromas, offering smooth, sweet flavors of agave and citrus with a light, crisp finish.
7. Patrón Burdeos: A deep amber tequila with complex aromas of dark chocolate, vanilla, and dried fruits, luxurious flavours of caramel and raisin, and a long, velvety finish with hints of red wine.

Gent’s Approved: Patrón Tequila

The Patrón Hacienda stands as a testament to the brand’s unwavering commitment to quality and tradition. From the mesmerizing building to the intricate distilling processes, every piece of the Hacienda is intricately connected.

Editor's note: The team was invited down and hosted at the Hacienda Patrón, for a first hand experience of all of the above. A special thank you goes out to the Patrón familia for their incredible hospitality. 

Hero photo: Steven Branco for Stamina Group.