Patrón Tequila: A Brand Guide

Patrón is a 100% agave tequila made in Atotonilco el Alto, Jalisco, and owned by Bacardi.

• Founded: 1989
• Owner: Bacardi
• Owner headquarters: Hamilton, Bermuda
• Global volume sold in 2025: 2.7 million nine-liter cases
• Equivalent volume in 2025: 32.4 million 750 ml bottles
• US retail sales value in 2025: about US$1.35 billion
• Norma Oficial Mexicana (NOM): NOM-1492
• Production sites: Hacienda Patrón and Casa Patrón, Atotonilco el Alto, Jalisco
• Region: Highlands

Patrón ranked fourth by worldwide sales volume in the 2025 Brand Champions table, behind Jose Cuervo, Don Julio and 1800. In the US, its retail sales value was about US$1.35 billion in 2025, making it the eighth-largest spirits brand by that measure, according to Shanken News Daily. It was the first tequila to successfully establish tequila as a super premium product in the USA.

Patrón Sales Trends

Patrón sold 2.7 million nine-liter cases worldwide in 2025, down 5.3% from 2024. It ranked fourth in The Spirits Business, Brand Champions 2026. That volume is equivalent to 32.4 million 750 ml bottles.

Patrón Brand History

Patrón was launched in 1989 by founders Martin Crowley and John Paul DeJoria, together with master distiller Francisco Alcaraz. It pioneered the super-premium-and-above category in the USA, with its US$37 bottles selling for multiples of what most other tequilas cost at the time.

Patrón’s logo, a stylized bee or hornet, was inspired by DeJoria’s time in the US Navy aboard the USS Hornet. Its glass bottles are hand blown in Mexico, then hand labeled and numbered.

Patrón has prioritized the US and international markets since its launch, while increasing promotion in Mexico. In March 2022 it launched a marketing partnership with Mexican Formula 1 driver and Jalisco native Sergio “Checo” Perez, which has been widely promoted in Mexico.

Patrón is produced at the Hacienda Patrón distillery. Production was moved there in 2002. The original Patrón tequila was produced in Casa Siete Leguas.

According to Patrón’s account of its two sites, the brand also makes roller-mill tequila at Casa Patrón, formerly the El Viejito distillery, in downtown Atotonilco. That tequila is transported to Hacienda Patrón for blending. Both facilities are in Atotonilco el Alto.

Bacardi acquired Patrón in 2018 in a deal valuing the company at US$5.1 billion. Bacardi had held a significant minority position since 2008. It held an 8.4% share of worldwide tequila volume in 2024, ranking third among tequila companies, according to IWSR figures quoted in Becle’s March 2026 presentation.

XO Cafe, also known as Cafe Patrón, is a coffee-flavored liqueur at 35% ABV. Patrón discontinued it in 2021 to focus on its core tequilas, then announced a limited re-release on April 1, 2024. It remained available at selected locations on September 28, 2026, including Astor Wines & Spirits in New York City, which listed 750 ml bottles for store pickup.

Patrón Product Range

Patrón’s US range includes Silver (blanco), Reposado, Añejo and Extra Añejo. The Gran Patrón range includes Platinum (blanco), Burdeos (añejo) and Piedra (extra añejo), alongside the El Alto and El Cielo expressions.

El Cielo is a silver tequila distilled four times. Cristalino, launched in July 2024, is añejo aged for 12–15 months and filtered through wood charcoal to make it clear. Patrón also announced the US launch of Patrón 100 on April 15, 2026: a 50% ABV tequila made entirely with tahona-crushed agave and distilled to its bottling strength.

Patrón also carries limited editions, including a 10-year extra añejo and special-edition bottles. Its Patrón en Lalique series makes up three of the five most expensive tequilas available for sale.

In November 2022 Patrón launched a new prestige line, Patrón El Alto. Its agave comes from the highest growing regions of Jalisco. The tequila blends reposado, añejo and extra añejo aged in 11 types of barrels. Its suggested retail price at its November 2022 US launch was $179 for the 750 ml bottle.

Patrón’s “smoky tequila” range, Ahumado, is available as a blanco or reposado. Ahumado means smoked or smoky. Its agave baking process is identical to how most mezcals are produced: the piñas are smoked in underground pits rather than steam ovens, which are used for most tequilas.

Patrón’s Production Process

Patrón uses two milling methods: a tahona, a stone wheel weighing two metric tons, and a roller mill. For its core range—Silver, Reposado, Añejo and Extra Añejo—the tahona and roller-mill tequilas are fermented and distilled separately, then blended. Tahona-only examples include Roca Patrón, Gran Patrón Piedra and Patrón 100. The tahona process is more labor intensive and is said to produce higher quality tequila. Patrón claims to have more working tahonas than any other tequila producer in the world.

Patrón has expanded production by adding more brick ovens, wooden fermenters and copper stills while keeping them small. Batch sizes replicate the original small batch process.

Patrón is marketed as having 0% additives. A label without listed additives does not mean that a tequila has none: manufacturers often use additives such as caramel coloring and sugars in the finished product.

Patrón in Popular Culture

Since the beginning Patrón was positioned to be trendy and target influencers in places such as Hollywood and Las Vegas. In 1993 it featured in a segment of Clint Eastwood’s movie In the Line of Fire.

According to the company, Patrón has been name-dropped in over 250 popular songs, including those by Rihanna (Pour it Up, “Strip clubs and dollar bills, I still got my money / Patrón shots, can I get a refill?”), Bruno Mars (Marry You, “Who cares if we’re trashed, got a pocket full of cash we can blow / Shots of Patrón and it’s on, girl.”), Drake (Karaoke, “I’m always up too late, I worry about you there alone / in that place you call your home, warm nights and cold Patrón.”), and T.I. (Whatever You Like; “Stacks of deck, Patrón on ice / And we can pop bottles all night / And, baby, you could have whatever you like”).

One of Patrón’s founders, John Paul DeJoria is also noted for his success starting the Paul Mitchell Hair Care Products, and his involvement in Madagascar Oil. In 2013 DeJoria started appearing on the popular entrepreneur show Shark Tank. John Paul DeJoria’s net worth was US$2.9 billion in 2022, according to Forbes.

How Much is Patrón Tequila? Price Guide

How Much is a Shot of Patrón Tequila at a Bar?

In our October 2026 US menu sample, shots of Patrón Silver, Reposado and Añejo were about US$15, $15 and $16, respectively. Shot sizes vary.

At Citrus & Salt, a shot of Patrón Extra Añejo is listed at about $25. At Red Rocks Cafe & Tequila Bar, a shot of Patrón Roca Silver is listed at about $17. The few US menus we checked suggest around $34 a shot for Gran Patrón Platinum. The few US menus we checked suggest around $69 a shot for Gran Patrón Burdeos. At Tuscarora Mill, a shot of Gran Patrón Piedra is listed at about $66. These figures come from US menus checked in October 2026; shot sizes vary.

A standard shot is 1.5 ounces, though bars serve 1–2 ounces, so prices also depend on pour size.

How Much is a Bottle of Patrón Tequila?

The US 750 mL shop medians checked on 2 October 2026 were about US$40 for Patrón Silver, $53 for Reposado and $60 for Añejo. The table below separates these medians from the named shop examples for El Alto and Gran Patrón.

The limited Patrón en Lalique series had a US suggested release price of $7,500 per bottle. Read the Patrón en Lalique guide for the three releases.

Patrón bottles and US shop prices

Further Questions About Patrón

† cRc’s tequila list also lists Gran Patrón Burdeos as not recommended. Check the exact certificate and bottle mark, especially for special editions; a regular Patrón listing does not establish every collector release’s status. Sources checked October 14, 2026. See Is tequila kosher? for bottle checks, agency differences and Passover requirements. ↩