The Old Patron
by Mitch Shindelbower
Title
The Old Patron
Artist
Mitch Shindelbower
Medium
Photograph
Description
The Old Patron. The original Patrón Tequila was produced by Casa 7 Leguas, one of the oldest Mexican distilleries.[3] St. Maarten Spirits (owners John Paul DeJoria and Martin Crowley) purchases the brand rights in 1989 and in 2002 production moved to a brand new distillery.[4]
In 2000, Ed Brown took over as CEO, and began to distance the Patrón brand from the reputation of tequila in the US as a bad-tasting spirit and what people drank for extremely quick intoxication. Following the advertising strategy of Grey Goose, Patrón presented its tequila as "premium" and signalled "taste and sophistication" through individually-numbered glass bottles. The target audience is mostly vodka drinkers in nightclubs and trendy bars. Through persistent references by country music and hip hop singers, and by Lil Jon in particular, Patrón has become a fixture of popular culture.
Uploaded
September 5th, 2014
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Comments (24)
Skip Willits
Fantastic glass here Mitch, and you caught it with the right light! Well done a couple of times!
Meg Shearer
I love the bottle, and love the tones and light, especially agains the black background. This is beautiful Mitch! L/F!
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