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2019 Patrón Tequila Immersion Tour Highlights

By Amira Ansari posted 06-18-2019 11:09


The Patrón Tequila Immersion tour has participants excited and shouting from the rooftops! But don't take our word for it:

"I was unaware that Patrón did not own its own agave fields, yet hired local farmers for extended contracts to supply their agave. Also that 62 pairs of hands touch every bottle of Patrón before production is finished. With it being such a large operation I assumed everything was done by machine . . .

I'm definitely still processing the trip and how it impacted me. The amazing people I met - we keep our Facebook chat going daily! I learned more about service and gratitude than I did actual cocktails which I think is something we, as an industry, have forgotten a little. As a person I'm forever touched and will never forget all the memories and look forward to sharing my experience and what I've learned with my staff so we can continue to get better at hospitality. I am so grateful and appreciative that I got to go on this trip. Patrón is making the right moves by the Immersion Tour instead of funneling $ into marketing, or merch, etc. I'm a Patrón fan for life. Thank you for the amazing experience and believing in us; and the USBG - the way you do."


-- Kala Russell, USBG Springfield

"I think the distillery tours were some of the best tours I've been on. The tour guide was intelligent, educated on all things Patrón and tequila, and portrayed this is a way that wasn't belittling or too hard to understand, I believe, for both the novice and experienced bartender ... The tour really helped me understand distillation and fermentation as a whole-better than any other could or has. I learned, not just about Patrón's practices, but about tequila as a whole and the differences that are seemingly small matter in a big way . . .

I really enjoyed the culture that surrounds being a Jimador. I think it's great that the profession is really a joy that is passed down from generation to generation-it's a noble career choice that takes skill and patience, but also fosters a family connection from father to son that is unteachable."

-- Taylor Duggan, USBG Central Jersey

"The Patrón Hacienda Trip was more than I could’ve ever imagined. Another one of my chapter members had gone before and shared how great it was, but I don’t think anyone could prepare you for just how passionate, welcoming and truly engaged in our trip everyone was . . .

The quality of everything was 5 stars. The fact that you [the USBG and Patrón] go so far to ensure we have consistent internet, water, A/C really just made this a true vacation for the people on the front lines who are serving others day in and day out. The education and information we were able to absorb was so valuable. The transparency of the company was also amazing as well as the attention to detail through every step of the production process. During our time . . . the Patrón Perfectionists competition was brought up, and now seeing how much effort and flair in the process of production in Patrón, I can feel that this is the perfect competition for them to host (no pun intended). They truly walk their talk . . . 
 I have been a fan of Patrón as a tequila product, but I have become a life long evangelist of their company and family of employees now. Truly amazing. Thank you so much for everything!"
--- Hailey Workman, USBG Des Moines

"While I learned a lot about the production process from roasting the agave to boxing up the finished product, the things that surprised me the most were some of the standards and practices we observed. The processing of recycling and processing waste products was one thing I had no idea Patrón did. Another was their standards of agave harvesting as compared with industry standards. The ways they give back to their employees and the community was also eye opening . . .

There were times I didn't feel like I was in a foreign country and times that I felt hyper-aware that I was being treated to incredible hospitality. Either way, the people of Patrón were humble, hard working and welcoming people and amazing ambassadors to tequila, Jalisco and Mexico. No other program has provided so much education regarding agave distillates. No other program has been so immersive when it comes to a brand or the community surrounding it. Not only has it given me a great knowledge of the brand and spirit category, but it has opened my eyes to a wider world."

-- Steve Groom, USBG New Orleans

"I knew very basic knowledge regarding how Tequila was produced, but I learned the step by step technical process through the immersion tour and specifically how Patrón is created and what makes them special. I also learned a lot regarding how Patrón fights for sustainability, giving back to their community, and creating a welcoming environment that local community members want to work for . . .

I love immersing myself in cultures different than my own. Everyone we met was so kind and accommodating. The hospitality shown to us was second to none anywhere we went. The conversations were great, the food was delicious, the music beautiful. I felt lucky to be surrounded by such welcoming and kind people. Physically being in an agave field was a new and exciting experience, along with just the overall beauty of the Patrón grounds."


--Emily Sweeney, USBG Greater Detroit

"I now understand tequila in a new intimate way that I can explain better to my staff and guests. I'm always so humbled when I get to go on these trips and have the opportunity to connect with the people behind a product I regularly use. I can use the stories of my trip to connect with guests and teach them about the product and tell them about the people."

-- Andrew Larsen, USBG Washington DC

"Education to me is huge, and I learned a ton about agave spirits in general which will go a long way with my guests. The highlight of my trip was doing the food bank and helping others, for sure. I’m a big advocate for that and it’s awesome you guys are doing this as well! Love the place, people and staff. Such an amazing experience!"

-- Jeremy Vadurro, USBG San Francisco

"Luckily I’ve been a fan of Patrón’s for sometime, so a lot of it I was aware of, but to see it first hand and see its enormous scale was eye opening. The hospitality [in Mexico] was unbelievable - such a wonderful and caring culture...Patrón by far exceeds all other brands for these types of experiences, I definitely was already a fan, but this experience has grown a stronger passion and connection with Patron."

-- Bradley Stephens, USBG Indianapolis

2020 Tour Dates

February 3-6, 2020 (full)
June 1-4, 2020
July 6-9, 2020
Aug 31-Sept 3, 2020
Sept 28-Oct 1, 2020
Oct 12-15, 2020
Nov 30-Dec 3, 2020
Jan 25-28, 2021 (Tentative)
Feb 8-11, 2021 (Tentative)



Up to 18 bartenders will be selected for each tour through an anonymous evaluation process. Once selected, attendees will be required to complete the online Academia Patrón Certification program as a prerequisite prior to the tour.


If you have not yet had a chance to experience this amazing educational program, another opportunity will be coming soon in 2020!

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Have you been fortunate enough to participate in a 2019 Patrón Tequila Immersion tour? If so, we'd love to hear about it and highlight you! Please click here to tell us all about it.