High Spirits: Patron’s secret luxury hotel

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BEAM Staff
July 12, 2018

Patron made headlines last year following its $5.1 billion acquisition by Bacardi. Its secret, invitation-only, 20-room hotel hidden away in the highlands of Jalisco was, however, less of a talking point as few people ever knew it existed. Free for guests, the hotel is private enough not to even have a website.

The idea behind the hotel according to Patron, was to provide its top customers with a more immersive experience with the brand and let them identify more fully with it. Before the hotel opened, guests would just be driven to Patron’s headquarters, now they typically stay over the weekend, looking at the production process and tasting Patron.

The hotel sits right next to the Hacienda, the spot where Patron bottles are hand labeled and corked, a process that visitors get to walk around amongst. According to visitors, the highlight of the stay is at sunset when guests stand around a fire, around lit trees and vegetation, enjoying the producer’s drinks.

Patron became a hallmark of the tequila space after its $5.1 billion acquisition, which followed a smaller $1 billion exit for George Clooney’s tequila brand in the same space. For a 20-year company, this becomes a tremendous achievement. Founded as the then only super-premium tequila brand, the company now produces 3 million cases of distilled spirits every year. The acquisition followed Bacardi becoming a minority shareholder in 2008.

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