Patrón Just Released Its First Distilled-To-Proof Tequila

(Photo: Patrón)

After nearly four decades on the market, Patrón is once again expanding its tequila collection — and this time, the distiller is setting its sights firmly on agave spirits nerds.

On Wednesday, the brand announced the launch of Patrón 100, its first distilled-to-proof tequila release. Bottled at 50% ABV, the tequila is described as an out-and-out celebration of all things Blue Weber agave. The release also carries special significance as Patrón’s first to exclusively use a tahona, a heavy agave-extraction wheel that purists maintain yields the freshest, most vegetal tequila flavor. Patrón is no stranger to the technique, though the brand typically uses it in tandem with a more industrialized roller mill.

The brand says the tequila boasts flavors of cooked agave, minerality, earthiness and black pepper, ideal for delivering “the clarity and intensity bartenders need.” As of this week, Patrón 100 is rolling out nationwide at a suggested retail price of $49.99. Reddit posts trickling in over the past few days suggest that the release has already been circulated far and wide.

“High proof should mean high performance, not harshness,” Master Distiller David Rodriguez remarked in a news release. “With Patrón 100, we focused on building more depth and structure while keeping the balanced profile people expect from our tequilas.”

“At 100 proof, the agave profile can really shine through, standing up beautifully to minerality and dilution in cocktails. This is a tequila built for bartenders who want bold, high-character flavor that still feels refined.”

For nearly a decade, additive-free tequila was the gold standard. Now, it’s the base expectation. High-proof, distilled-to-strength and tahona-crushed tequilas (what a mouthful) have gained popularity among distillers hoping to cut through the noise and compete against heavy-hitters like Fortaleza and G4.

Patrón has gone to great lengths to court that side of the market. In February 2024, the brand made headlines after it launched an additive-free marketing campaign on billboards across America. The stunt was met with a swift response from Mexican regulatory authorities, who reportedly blocked exports of the brand for four days. 

“We’re seeing a real shift in what bartenders and tequila drinkers are looking for,” added Samantha Newby, global vice president of innovation & sustainability at Patrón. “People are paying closer attention to how tequila is made and gravitating toward deeper, more authentic agave flavors. At Hacienda Patrón, we have 18 tahona wheels, which allows our distilling team to honor this centuries-old method at a scale that’s truly unique in the industry. With Patrón 100, we wanted to show what’s possible when you give traditional craftsmanship the time, care and investment it deserves.”