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Parties: Patrón Launches Limited Edition Extra Añejo Tequila

The new Patron x Guillermo del Toro tequila and packaging displayed at the launch party at Carondelet House in Los Angeles, CA on July 24, 2017. Photo courtesy of Patrón and Sean Paul Franget Photography.

By Jenny Peters and Andy J. Gordon

Patrón Tequila chose International Tequila Day – Monday, July 24, 2017 – to celebrate the launch of their Patrón x Guillermo del Toro collection, a limited-edition release created by the Oscar-nominated and widely renowned Mexican film director. The extra añejo tequila and artistic packaging was featured prominently at the party at Carondelet House near downtown Los Angeles.

Guillermo del Toro with the limited release tequila bottle and packaging during the launch party at Carondelet House in Los Angeles, CA on July 24, 2017. Photo courtesy of Patrón and Sean Paul Franget Photography.

Guillermo del Toro, born in Jalisco, Mexico (the same place as Patrón), was at the party along with company co-founder John Paul DeJoria. Del Toro spoke about their collaboration. He said, “Tequila courses through the veins of my native land, Jalisco. It represents a communion between spirit and earth, steeped in time and tradition, and a source of pride that roots us and defines us both. Through the years, I have been offered many collaborations in designing and executing different products. I have never been tempted. This creation has been an adventure, and a privilege.”

John Paul DeJoria lighting a candle at the Patron x Guillermo del Toro tequila altar during the launch party at Carondelet House in Los Angeles, CA on July 24, 2017. Photo courtesy of Patrón and Sean Paul Franget Photography.

The exclusive gathering of guests enjoyed the smooth extra añejo neat, then tasted it blended with a variety of ingredients in special cocktails created for the party. Setting the classic scene of Del Toro weirdness, the staff wore elaborate Day of the Dead themed makeup and costumes as they passed the cocktails and small bites. Adventurous guests joined in the macabre fun as special makeup artists created strange, skull-like looks for anyone willing.

Day of the Dead bartender at one of the cocktail stations during the Patron x Guillermo del Toro tequila launch party at Carondelet House in Los Angeles, CA on July 27, 2017. Photo courtesy of Patrón and Sean Paul Franget Photography.

The ultra-premium tequila retails for $399. It is a unique blend of añejo tequilas aged an average of five years. The tequila has a golden color and has subtle aromas of dried fruit, nuts and vanilla. The taste is smooth with hints of sweetness, fruit and oak.

Day of the Dead staff during the Patron x Guillermo del Toro tequila launch party at Carondelet House in Los Angeles, CA on July 27, 2017. Photo courtesy of Patrón and Sean Paul Franget Photography.

The special blend comes in a beautiful hand-blown glass bottle with a smaller, skull-shaped container of tequila-based orange liqueur. Del Toro spent three years designing the bottle and its packaging, along with frequent collaborator Guy Davis. They developed a black box, embossed in a silver Day of the Dead motif, that opens to form an altar of orange, yellow and red. The inside of the box houses the upside-down bottle, ribbed like a skeletal torso topped by the glass-skull container. Two candles are also included in the packaging – customers are invited to light them and create an alter to toast a dead loved one.

The case also includes a book, titled “Tomo de la Creacion,” which features the original drawings the director came up with at the beginning of his Patrón partnership, as well as cocktail recipes, and details on how the tequila was made.

About Andy J. Gordon (177 Articles)
Andy J. Gordon, a Los Angeles-based marketing and strategy consultant, made his writing debut in “Brentwood” magazine in 2007. His interests include music, sports, consumer electronics, premium libations, fine dining, travel, fast cars, and enjoying life.