Patrón Tequila has unveiled a new global campaign centered on a short film titled “The Perfect Pour,” directed by acclaimed Mexican filmmaker Guillermo del Toro. The film, which premiered on ESPN on March 18, 2026, transforms a single pour of tequila into an elaborate cinematic production that mirrors the brand’s meticulous crafting process.
The campaign, created in partnership with agency BBH USA, was filmed on location at Hacienda Patrón in Jalisco, Mexico.
The film begins with a singular pour that gradually reveals the full scale of production behind it — del Toro’s direction, a complete crew working in sync, and attention to detail. The creative concept draws a direct parallel between the filmmaker’s exacting standards and the brand’s production methods.
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READ THE STORY“Perfection isn’t rushed — it’s built frame by frame, pour by pour,” said Guillermo 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 honoring craft, intention, and the beauty that comes from doing things the right way.”
Del Toro assembled an award-winning Mexican-led crew, including cinematographer Guillermo Navarro, Karla Castañeda, Guy Davis, Dennis Berardi, Nathan Robitaille, and Terry Notary. Visual elements include a stylized skeleton crew representing the many hands behind both the film and every bottle.
“At Patrón, we’ve always believed that how you make something matters,” said Roberto Ramirez-Laverde, global senior vice president for Patrón Tequila. “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.”
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Patrón is crafted in the Highlands of Jalisco from three ingredients: 100% Weber Blue Agave, water, and yeast. Each bottle is shaped by more than 60 skilled hands using traditional methods.
Laila Mignoni, VP of global communications at Patrón Tequila, said: “From the beginning, the creative vision was to tell the Patrón story in a way that felt cinematic and intentional, drawing parallels to the uncompromising spirit and greatness of Guillermo del Toro.”
Following the TV premiere, the campaign will roll out across online video, digital, and social channels, with behind-the-scenes content showcasing del Toro’s creative process. Additional markets will debut the campaign later in 2026.
Patrón, which holds the position of the world’s top-selling super-premium tequila, is part of the Bacardi Limited portfolio. More information is available at patrontequila.com.
