Patron CMO Lee Applbaum talks about the brand’s artisanal line and the evolution and challenges of the growing tequila market. Once upon a time, the process of making tequila involved crushing agave ...

Roca Patrón, the newest line of tequilas by Patrón Spirits Company, has officially hit the Miami market is now available throughout area bars and liquor stores. The new tequilas come in three ...

The story, it can be a powerful thing. It’s the reason we trek to Napa to visit vineyards. It’s why we buy handmade and artisan-crafted trinkets at the farmers market. Heck, it’s what just persuaded ...

Patrón Spirits Company’s artisanal Roca Patrón line, launched this summer, has far exceeded initial projections and is re-energizing the upscale Tequila brand for the company, which has further ...

The best tequila I've ever had was in Guadalajara, Mexico, where the brand ambassador for Olmeca Altos popped open a rare bottle of tequila that isn't available here in the U.S. It was made with 100% ...

Patrón's newest premium tequila may also be its most old-fashioned. Visitors to the brand's distillery in Jalisco, Mexico, have long heard how its core line of tequilas is a blend of two different ...

The back story: There are few tequilas more iconic than Patron, the super-premium brand that essentially redefined the spirit as worthy of something beyond a quick shot with salt and lime. But in the ...

When Patrón invited me to their distillery in Mexico last month, I was hesitant. I didn’t think I’d see anything new. I’d heard the company talk up its centuries-old “tahona” method of production, but ...

As leading U.S. spirits marketers like Diageo, Pernod Ricard, Beam Suntory and Sidney Frank Importing Co. have made aggressive plays into the high-end Tequila market of late, Patrón Spirits Co.—which ...