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We Tried Patrón’s Virtual Reality Distillery Tour

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The opening shot of The Art of Patrón Virtual Reality Experience.

What do you do when your distillery doesn’t offer tours to the public, but you want everyone to see how your spirits are made? If you’re Patrón, you work with what you’ve got: a custom-made drone outfitted with seven GoPro cameras, a drone pilot, virtual reality goggles and a story to tell.

One of few brands to now offer a virtual reality experience, including Jim Beam and Dos Equis, Patrón is the first to use drone-shot footage, CGI animation and live audio. When combined with Oculus goggles, you get a sensory tour of its distillery at Hacienda Patrón in the Highlands of Jalisco, Mexico.


Shot by a drone from the perspective of a bee (the one on your Patrón bottle, if you can use your imagination), the tour starts outside in the agave fields, then moves to the Hacienda’s gardens and into the distillery. Viewers are able to see the agave hearts on the conveyor belt, a tahona crushing agave to later be used in Roca Patrón, the stills, barrels aging the reposado and añejo tequilas and, finally, where the spirit is bottled and packaged.

A behind-the-scenes shot during filming.

“While many brands are utilizing virtual reality largely for entertainment,” said Lee Applbaum, Global Chief Marketing Officer at Patrón Spirits, in a press release, “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 virtual tour is a 360-degree experience, so at any time when you turn your head as far as you can, you can see the distillery as if you were there in person. Well, sort of. Obviously, the virtual experience isn’t actually better than being there in person, though we do think the addition of smell-o-vision could help.

You can watch the virtual reality tour sans goggles on Patrón’s webiste, and be sure to check out how other spirits brands are using virtual reality at AdWeek.

Series & Type: Entertainment News

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