VIP Experience

March 2015
Entrance
The Hacienda Patron seems like a fortress. It is very beautiful
with fountains, palm trees, beautiful gardens and is
surrounded by agave fields and a beautiful organic vegetable
orchard.
Interior design
Decorated in a colonial style with paintings of agave fields; tinted
glass windows, rustic Mexican chandeliers and Persian rugs.
Agave Selection
In front of the ovens, a Jimador demosntrates two ways of harvesting agaves; how the
competition harvests the agave and the patron way(closely shaven pinas). Guests see
how the macheteros take off the cogollo so the bad waxes are not cooked. The
macheteros load the agaves onto the brick ovens. Patron justifies not having their own
agave fields because that way, they pay more for the mature agaves and select only the
best agaves. *They said that if a distillery owns agave fields, it is forced to use all the
agaves -- the best agaves for the premium product and those agaves of lesser quality
would be used for their cheaper tequilas.
Cooking in small brick ovens
They emphasize that by having a smaller steam oven, they are able to make sure
the agaves are evenly cooked and it prevented over cooking and burning the
agaves. They explain how other distilleries use autoclave ovens and diffusors
for efficiency. And clearly state PATRON does not use autoclaves or diffusors.
Agave Tasting
Guests taste undercooked agave, Patron’s perfectly cooked agave and
overcooked agave. The agave is served on a porcelain plate with a glass cover.
They have branded patron wet napkins and stainless steel garbage cans next
to the table.
Tahona Milling
Patron emphasizes that what makes their product superior to other tequilas is that they
use the Tahona mills. *They state that of the 143 distilleries, they are 1 of 4 that still use
the traditional Tahona process. They claim that the Tahona provides a different taste
profile and provides a more complex tequila. Guests see the Tahona mills and the
automated roller mills. Guests see workers shoveling the fiber unto a band.
Fermentation
Guests walk next to small pine oak fermentation tanks and smell the agave. Patron claims
that what makes their fermentation unique is that they use small pine oak fermentation tanks
and ferment using the agave fiber for 3 days (72 hours).
They use larger fermentation tanks for the roller milling process.
Distillation in small copper pot stills
Double distillation using small custom made copper pot stills. They
claim that copper pot stills provide a better tequila. *A Patron staff
takes photos of every VIP guest in front of small copper pot stills.
Tasting to prove taste difference Tahona vs. Milling process
Guests get to taste Tahona and Rolling mill tequilas so they can
differentiate flavor notes. Then, they mix both tequilas to create Patron’s
tequila.
Chapel
Water Treatment Plant
They claim to be the leaders in environmental and sustainable practices. They said that
they have spent 10 million dollars in European technology (inverse osmosis) to treat 70%
of the wastewater (vinasses) created by tequila production and the bagasse. The other 30
% of the waste, they claim to use it on the 12 acres of compost. They showcase the
membranes that clean the wastewater in 5 minutes. They showcase a bottle of wastewater
and a bottle of water treated.
They claim to be the leaders in environmental and sustainable practices. They said that they
have spent 10 million dollars in European technology (inverse osmosis) to treat 70% of the
wastewater (vinasses) created by tequila production and the bagasse. The other 30 % of the
waste, they claim to use it on the 12 acres of compost. They showcase the membranes that
clean the wastewater in 5 minutes. They showcase a bottle of wastewater and a bottle of water
once it has been treated.
Compost
12 acres of compost lies on a bed of concrete and a machine is
irrigating the compost with untreated water from the facility. This
compost takes 5-8 months to break down. The compost facility also
collects the water from rain and it is then sent to the adjacent river.
Compost Stages
They have 3 barrels surrounded by barrels showcasing bagasse not treated, while it is
treated and broken down.
Organic Vegetable Orchard for Employees
They claim that they created this organic orchard for their employees to
showcase how before tequila distilleries contaminated and now, they produce
organic produce.
Bottling – 60 Hands
Guide emphasizes handcraftsmanship by saying that it takes 60 hands to make a bottle of Patron. 60 hands
touch a bottle of Patron- Inspect bottle, other people inspect other people’s jobs, wrap, hand label, cork, etc.
The bottling room has a very fun ambiance. It seems like there is a party taking place with loud music and
the workers seem like they are having a great time. The workers were very friendly. The workers wear
black hairnets so you can not tell they have a hairnet and the facemasks were blue, the same color as the
uniform so it does not exudes a laboratory look and feel. They allow press to try wrapping a bottle. It was
an interactive experience and fun way to showcase handcraftsmanship.
Barrel Aging Warehouse
They say they never wet the barrel house to prevent the wood to be giving a bad flavor
to the tequila. Guests taste tequilas from the different barrels to understand what
flavor the type of wood imparts on the tequila. *A Patron staff takes photos of every
guest in warehouse.
Types of Barrels
On the wall, they showcase the types of barrels they use and toasting
(French, Hungarian, American).
To showcase the angel share, Patron displays a barrel with a one sided glass.
Tasting
Full Patron portfolio tasting at a conference room
Mariachi starts playing music upon guests entering the terrace for lunch.
Lunch
Slight modern take on traditional Mexican food. Flowers and all the premium
Patron products on the table for guests to serve themselves.
Printed Menu detailing meal and special cocktails to be paired with each dish. The menu
states that the vegetables come from their organic garden.
Mixologist prepares cocktails for every dish and explains the cocktail ingredients.
Cuban Cigars
After lunch, they bring out a box of Cuban cigars. Then, they announce that they will
share a special tequila about to be released. An extra aged tequila that has rested in a
barrel for 7 years. They claim that the angel share was 48%. They keep pouring tequila to
the point that everyone becomes very drunk and start dancing with Mariachi.
Parting gift- engraved Roca bottle, framed photo of guest with a Patron logo
inside a premium bag.