Patrón was founded with purpose, dedication, and most of all an unwavering passion for craft. That same passion drives a group of agave artisans to expertly craft tequila by hand. Captured in Jalisco, Mexico, where Patrón’s Hacienda is located, “Our Hands” tells an arresting story of tradition, authenticity, and heartfelt craftsmanship through the hands of Patrón’s real tequila masters. As they clap, their hands create a soulful and energetic piece of music (orchestrated by Grammy-winner Andrés Levin) that represents their shared passion for making the world’s finest tequila.

Patrón is largely credited with bringing premium tequila to the U.S., but being the first and biggest was no longer enough in a world that assumes niche equals authentic. With so much of Patrón’s notoriety coming from superficial spaces, it developed an authenticity deficit. Patrón needed to shed light on its passionate, handcrafted process to reclaim the mantle of the world’s finest tequila.

Patrón’s authenticity wasn’t going to come through with overly beautified actors and models. The passion had to come from the real artisans who handcraft every bottle of Patrón. We met our cast in the environment where they work and create every day and elevated them to tequila gods with help from Mexico-based fashion designer Sandra Weil’s custom, sustainable wardrobe.