- Founded: 1989
- Owner: Bacardi
- Owner headquarters: Hamilton, Bermuda
- Global volume sold in 2025: 2.7 million nine-litre cases
- Equivalent volume in 2025: 32.4 million 750 ml bottles
- Value of retail sales 2022: US$2,080M
- 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. Our historical 2022 comparison placed Patrón first by global retail sales value, reflecting its much higher price point. It was the first tequila to successfully establish tequila as a super premium product in the USA.
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Patrón Sales Trends
Patrón recorded 2.7 million nine-litre cases worldwide in 2025, down 5.3% from 2024, placing it 4th 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. Patrón was pioneer in the super-premium-and-above category in the USA, with the 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. The bottles are hand blown glass and made in Mexico. Each bottle is also hand labeled and numbered.
Since launch Patrón has prioritized the US and international markets, although has more recently increased promotion in its Mexican home. In March 2022 Patrón 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.
Patrón also makes roller-mill tequila at Casa Patrón, formerly the El Viejito distillery, in downtown Atotonilco. It transports that tequila to Hacienda Patrón for the blend. Both facilities are in Atotonilco el Alto. Patrón’s account of the two sites.
Bacardi acquired Patrón in 2018 in a deal valuing the company at US$5.1 billion. Bacardi had held a significant minority position in Patrón since 2008. In the IWSR 2024 volume-share comparison quoted by Becle’s March 2026 presentation, Bacardi ranked third among tequila companies worldwide, with an 8.4% share.
The coffee-flavored liqueur XO Cafe, sometimes known as Cafe Patrón, was discontinued in 2021 as the brand focused on its core tequilas. Patrón announced a limited re-release on April 1, 2024. Its current FAQ, checked September 28, 2026, still describes availability as limited to selected locations. XO Cafe is a coffee liqueur at 35% ABV. On that date, Astor Wines & Spirits in New York City listed 750 ml bottles for store pickup; availability elsewhere varies.
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 a range of limited edition variants, including a 10 year extra añejo and a number of special edition bottles. Its Patrón en Lalique series make up three of the five most expensive tequilas available for sale.
In November 2022 Patrón launched a new prestige line of tequilas, Patrón El Alto. The agave for the tequila comes from the highest growing regions of Jalisco and combines a blend of reposado, añejo and extra añejo tequilas aged in 11 types of barrels. Its November 2022 US launch announcement gave a suggested retail price of $179 for the 750 ml bottle.
Patrón also has a “smokey tequila” range called Ahumado, available as a blanco or reposado. The Ahumado range (meaning smoked or smoky) uses an agave baking process identical to how most mezcals are produced. The agave piñas are smoked in underground pits, rather than using steam ovens (how most tequilas are made).
Patrón’s Production Process
Patrón prides itself on using non-industrial production techniques for making its tequila. For example, the piñas (agave hearts) it uses are all crushed by tahona, a two-tonne stone wheel, in a process which is more labor intensive but said to achieve a higher quality. However for most product variants a more industrial roller mill is also used. Patrón claims to have more working tahonas than any other tequila producer in the world.
The production facilities have been expanded many times but key elements are not made larger, they just make a lot more of them. For example the brick ovens, wooden fermenters and copper stills are all very low volume and batch sizes replicate the original small batch process.
Additionally, Patrón is marketed as having 0% additives. Something not all brands of tequila can claim, even if there are no additives disclosed on the label. Additives such as caramel coloring and even sugars are often used by manufacturers 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 the US bar and restaurant sample published in January 2024, a shot of Patrón blanco or reposado cost about $12, and añejo about $14. The recorded range was $7–$15, with añejo the most expensive of the three.
The same January 2024 US comparison recorded these average shot prices for other Patrón expressions:
- Patrón Extra Añejo (5 years) shot cost $17 on average
- Patrón Extra Añejo (10 years) shot cost $48 on average (but as high as $69 or as low as $26)
- Patrón X Guillermo del Toro shot cost $75 on average
- Patrón Estate Release shot cost $23 on average
- Patrón Roca Silver shot cost $16 on average
- Patrón Roca Reposado shot cost $17 on average
- Patrón Roca Añejo shot cost $20 on average
- Gran Patrón Platinum shot cost $30 on average
- Gran Patrón Burdeos shot cost $74 on average
- Gran Patrón Piedra shot cost $60 on average
- Gran Patrón Smoky shot cost $35 on average
These historical figures came from my review of tequila menus at 19 bars and restaurants in different US states.
A standard shot is 1.5 ounces, but bars can serve 1 to 2 ounce shots which can impact the price of shot of Patrón tequila.
How Much is a Bottle of Patrón Tequila?
For a recent price comparison, Astor Wines & Spirits in New York City listed Patrón Silver at $39.97, Reposado at $44.97 and XO Cafe at $36.99 per 750 ml bottle on September 28, 2026. These were advertised US-dollar bottle prices, with store pickup and limited local delivery offered. In the January 2024 comparison, the core range was about $50–$60 per 750 ml bottle, Roca bottles were $70–$90 and Gran Patrón bottles were $200–$500.
In the January 2024 comparison below, the most expensive Patrón was the limited Patrón en Lalique series, with a recommended retail price of $7,500 per bottle and asking prices up to $11,000.
Patrón bottle prices in the January 2024 US comparison
| Product | Class | Price |
|---|---|---|
| Silver | Blanco | $51 |
| Reposado | Reposado | $57 |
| Añejo | Añejo | $61 |
| Extra Añejo (5 years) | Extra añejo | $387 |
| Extra Añejo (10 years) | Extra añejo | $381 |
| Estate Release | Blanco | $107 |
| El Alto | Reposado | $168 |
| El Cielo | Blanco | $127 |
| Patrón Roca Silver | Blanco | $72 |
| Patrón Roca Reposado | Reposado | $80 |
| Patrón Roca Añejo | Añejo | $93 |
| Gran Patrón Platinum | Blanco | $202 |
| Gran Patrón Burdeos | Añejo | $499 |
| Gran Patrón Piedra | Extra añejo | $390 |
| Ahumado Silver | Blanco | $69 |
| Ahumado Reposado | Reposado | $80 |
| Gran Patrón Smoky | Blanco | $221 |
| En Lalique | Extra añejo | $7,500-$11,000 |
Further Questions About Patrón
Who owns Patrón tequila?
Patrón tequila is owned by Bacardi, based in Bermuda. Bacardi bought Patrón in 2018 at a US$5.1 billion valuation, having first invested in 2008.
Does Patrón tequila have additives?
No, most Patrón tequila does not have additives. Patrón has disclosed use of additives outside its regular line up, i.e. in El Cielo Silver and El Alto Reposado, as well as Gran Patrón Burdeos. Additives include caramel coloring, glycerine, sweetener and oak extract.
Patrón is the first to be endorsed additive free by the CRT, but only for its core range.
Where is Patrón tequila made?
Patrón tequila is made in Atotonilco el Alto, Jalisco, under NOM 1492. Hacienda Patrón is its main home; some roller-mill tequila is made at Casa Patrón in downtown Atotonilco, then taken to Hacienda Patrón for blending. Explore Patrón in the brand finder and other entries at NOM 1492. Sources: CRT, October 1, 2026; Patrón’s two production sites. Read what a tequila NOM number tells you.
What Patrón tequila is the best?
Patrón en Lalique Serie 2 is the best Patrón tequila, with the highest ratings of its lineup. Gran Patrón Burdeos is the best rated tequila in Patrón’s non-limited range.
What type of tequila is Patrón?
Patrón tequila is made from 100% agave. The tequila is made using traditional methods and mostly without additives. Patrón makes blanco, reposado, añejo and extra añejo tequilas.
Does Patrón tequila go off?
An unopened bottle of Patrón tequila will never go off, provided it is stored away from direct sunlight and high temperatures. Once opened Patrón should be drunk within a couple of years.
Is Patrón tequila gluten free?
Yes, Patrón tequila is gluten free. Like all tequilas (including mixtos) Patrón contains no gluten.
Is Patrón real tequila?
Yes, Patrón is real tequila made from 100% agave. Patrón is mostly made using traditional methods.
Is Patrón tequila Kosher?
Yes, most Patrón tequila is acceptable as kosher under STAR-K’s guidance.†
What is Patrón tequila ABV?
Patrón Silver, Reposado, Añejo and Extra Añejo are 40% ABV (80 proof) in the US. Exceptions include Ahumado Silver at 41%, Estate Release at 42% and Patrón 100 at 50%. The Mexican range differs: the official Mexican site lists 700 ml Silver at 35%, Reposado at 37%, Añejo at 38% and Cristalino at 35%, checked September 28, 2026. Check the label on the bottle you are buying. US proof is twice the ABV.
† This answer excludes Gran Patrón Burdeos. STAR-K’s guidance accepts CRT-approved, 100% agave tequila without certification and prefers reliable certification for reposado, añejo and cristalino. It excludes flavored tequila, mixtos and bottles bearing certain wine or cask terms, including Burdeos, Sherry, Port, Cognac, Dual Cask Finish or Double-Matured; check the full list against your bottle. Guidance checked 4 October 2026. ↩