Patrón 100

Patrón Tequila just launched Patrón 100, a 100 proof, small-batch expression handcrafted through 100% tahona stone production to deliver 100% of the full agave character.

“High proof should mean high performance, not harshness,” said David Rodriguez, Patrón Tequila master distiller, in a news release. “With Patrón 100, we focused on building more depth and structure while keeping the balanced profile people expect from our tequilas. At 100 proof, the agave profile can really shine through, standing up beautifully to minerality and dilution in cocktails. This is a tequila built for bartenders who want bold, high-character flavor that still feels refined.”

Tahona production has always been an integral part of Patrón Tequila’s process. Rooted in a centuries-old tradition, this rare, labor-intensive process relies on patience and precision, according to the brand, with cooked agave slowly crushed by volcanic stone.

“We’re seeing a real shift in what bartenders and tequila drinkers are looking for,” said Samantha Newby, global VP Patrón, innovation & sustainability, in the release. “People are paying closer attention to how tequila is made and gravitating toward deeper, more authentic agave flavors. At Hacienda Patrón, we have 18 tahona wheels, which allows our distilling team to honor this centuries-old method at a scale that’s truly unique in the industry. With Patrón 100, we wanted to show what’s possible when you give traditional craftsmanship the time, care and investment it deserves.”

To celebrate the new expression, Patrón Tequila is introducing the Let’s Roll Tour: 100 pop-ups with 100 bartenders over 100 days designed to engage the trade and introduce Patrón 100 to the bartender community, according to the brand. Kicking off today, the tour will bring together bartenders and industry professionals at different bars in major cities – culminating on National Tequila Day (July 24th) with a special activation during Tales of the Cocktail in New Orleans.

Patrón 100 is now available in the U.S. behind the bar and at retailers nationwide for an SRP of $49.99.

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