Patrón keeps it 100
Bacardi-owned Patrón Tequila has unveiled its first distilled-to-proof release, Patrón 100, which sits at 50% ABV and is made through 100% tahona stone production.
Patrón 100 is the brand's first expression with no dilution, and is said to reflect its ‘unwavering commitment' to time-honoured craftsmanship, precision and 'doing things the right way’. The small-batch expression is handcrafted through 100% tahona stone production to deliver ‘100% of the full agave character’. The result is described as a distinct, balanced flavour profile, layered with the natural sweetness inherent to the brand’s use of 100% Weber Blue agave, along with water, yeast, ‘and nothing else’. It reveals notes of sweet, cooked agave, minerality, earthiness, and a touch of spice-like black pepper. "High proof should mean high performance, not harshness," said David Rodriguez, Patrón master distiller. "With Patrón 100, we focused on building more depth and structure while keeping the balanced profile people expect from our Tequilas. “At 100 proof, the agave profile can really shine through, standing up beautifully to minerality and dilution in cocktails. This is a Tequila built for bartenders who want bold, high-character flavour that still feels refined." Since the brand’s inception, tahona production has been an integral part of Patrón’s process, contributing to the brand's signature style and heritage. Rooted in a centuries-old tradition, this rare, labour-intensive process relies on patience and precision, with cooked agave slowly crushed by volcanic stone to unlock deeper, more complex character. Patrón says it continues to prioritise the patience and precision required for this meticulous handcrafted process. The launch of Patrón’s 100 comes as tahona-produced unaged Tequilas outpace growth in the broader blanco category, according to 2024 IWSR data, reflecting renewed appreciation for Tequila made with heritage-driven craft. "We're seeing a real shift in what bartenders and tequila drinkers are looking for," said Samantha Newby, Patrón global vice-president, innovation & sustainability. "People are paying closer attention to how Tequila is made and gravitating toward deeper, more authentic agave flavours. “At Hacienda Patrón, we have 18 tahona wheels, which allows our distilling team to honour this centuries-old method at a scale that's truly unique in the industry. “With Patrón 100, we wanted to show what's possible when you give traditional craftsmanship the time, care and investment it deserves." Let's Roll To celebrate its latest innovation, Patrón is introducing the Let's Roll Tour: 100 pop-ups with 100 bartenders over 100 days, designed to engage the trade and introduce Patrón 100 to the bartender community. Kicking off yesterday (15 April), the tour will bring together bartenders and industry professionals at leading bars in major cities across the US, and show up at key moments in Tequila culture. The tour will culminate on National Tequila Day (24 July) with a special activation during Tales of the Cocktail in New Orleans. Patrón 100 is now available in the US, behind the bar and at retailers nationwide for an RRP of US$49.99. It can be served neat, over ice, or used as the foundation for cocktails, including the Patrón 100 Margarita and Patrón 100 Negroñi.
