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 has always been a brand rich with tradition and an unrelenting dedication to the artistry of tequila making. It was time to let the world know its story in a powerful way and to share the ethos behind every bottle of Patrón tequila: “Made by Hand. Crafted by Passion.”

To convey the handcrafted message in an artful way, we worked with Grammy-winning music producer Andrés Levin to turn our artisans’ hands into instruments. As the artisans clap, their hands create a soulful, energetic piece of music that represents their shared passion for handcrafting tequila. One becomes some becomes many becomes all, creating a musical structure that guides the edit. We paired this custom composition with an organic and earthy sound bed befitting the natural tequila-making environment. The result is an evocative piece of music that speaks to the artisans’ passion and extends beyond the product to the heart of