Patron Dives Into Virtual Reality

May 1, 2015by The Staff

The “Art of Patron” experience is designed to allow consumers to visit the company’s distillery without leaving their home city. Using Oculus technology, the new virtual reality tour takes users on a journey through agave fields and through the distillery to witness production of Patron’s tequila. From the press release:


ATOTONILCO EL ALTO, Jalisco, Mexico – Tequila has been enjoyed for generations, but
few people have had an opportunity to go inside a distillery to learn and experience how
this beloved spirit is made. Patrón – the leader in creating handcrafted, ultra-premium
tequila – has developed an immersive virtual reality experience that leverages innovative
Oculus technology to transport people on an educational and exciting virtual journey to
the Hacienda Patrón distillery in the Highlands of Jalisco, Mexico.
“An innovative spirit is what built Patrón, and to this day, it not only defines our
products, but also how we tell our brand story,” said Lee Applbaum, Global Chief
Marketing Officer at Patrón Spirits. “While many brands are utilizing virtual reality
largely for entertainment, Patrón is leveraging this incredible interactive technology as a
unique educational tool, to give an immersive, behind-the-scenes look into the artisanal
process of making our handcrafted tequila.”
The “Art of Patrón Virtual Reality Experience” is a one-of-a-kind sensorial immersion,
seen from the perspective of a bee, flying on a breathtaking up-close and personal visual
journey that begins in the agave fields and continues through the gates of the Hacienda
Patrón distillery, showcasing the sights and sounds of Patrón’s actual production, aging
and bottling. Along the way, the 360-degree virtual reality experience captures the every
day, authentic process and actual members of the Hacienda team – not actors – who
proudly create Patrón, and allows participants to witness, firsthand, the care and attention
to detail that goes into every bottle.
“Consumers are increasingly eager to learn the stories behind the products and brands
they enjoy,” added Applbaum. “It’s relatively easy to write brand education materials or
shoot a video, but that doesn’t always capture the full experience. What we’ve created,
using the very latest VR technology, is an authentic, intimate and unprecedented look
inside our private Hacienda doors, second only to visiting in person.”
The “Art of Patrón Virtual Reality Experience” is the first by a brand that combines liveaction
film with cinematic CGI animation. It was filmed on location at the Hacienda Patrón
in Jalisco, Mexico, using a specialized drone that was custom-built for the project. This
drone was outfitted with seven GoPro cameras and operated by a licensed drone pilot due
to the complicated nature of the shoot (e.g. dropping 30 feet into a field of sharp agave;
long, continuous shoots; stabilization against the wind). Binaural (3D) audio was also
captured throughout the shoot, which collected sound from all directions to ensure an
experience that is authentic and natural to human hearing.
The “Art of Patrón Virtual Reality Experience” will be offered globally at Patrón events,
educational seminars, and at select on- and off-premise retailers. A 360-degree web
experience will also be posted on, including behind-the-scenes

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