Guillermo del Toro, an Oscar-nominated and widely celebrated film director, designer and screenwriter, has collaborated with Patron Tequila, which launches on International Tequila Day.
The collaboration is multi-dimensional because it incorporates a physical package, two bottles and the ritual of opening the package and bottles to enjoy the beverage.
The outer package houses both the bottles in the “Patrón x Guillermo del Toro” piece; designed with a stark, matte black cover that peels away to reveal a box with detailed black and silver drawings. The images depict skeletons working in fields, where tequila was born.
The case opens and unfolds to a warm red and orange color palate inside. The imagery furthers the narrative by del Toro, with illustrations of the Hacienda Patron distillery in Jalisco where agave is transformed into Patron tequila.
Inside the box is the centerpiece glass bottle, but looking closer is actually two bottles. It’s a limited-edition 750 mL bottle of extra añejo tequila, while the second bottle is 100 mL of aged orange liqueur.
“Being born in Jalisco, just like Patrón, I was inspired by the land, its heart, rituals and of course the tequila. This collaboration tells a story that holds true to my roots and pays tribute to the beautiful land of Jalisco, which is shown in the meticulous artwork on the box and the dedication and love that was injected into the spirit,” says del Toro.
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Francisco Alcaraz, Patron’s Master Distillers comments: “This project is the meeting of two masters, one of monsters and film and the other of tequila. Guillermo honored us by visiting Hacienda Patrón several times, and experienced firsthand that tequila is the result of a world of values, customs, and traditions from Mexican culture.”
