Recently PATRÓN presented the Perfect Pour” – its new global brand campaign celebrating the collective craft and care behind every bottle of its Tequila. Bringing together two premier symbols of Mexican craftsmanship, the short film is directed by critically acclaimed filmmaker, Guillermo del Toro, marking his first-ever commercial and builds upon his relationship with the brand which dates back to a limited-edition PATRÓN in 2017.

Filmed on location at Hacienda PATRÓN with an award-winning Mexican-led crew curated by Del Toro, the campaign transforms a seemingly simple act into a cinematic moment – revealing the discipline, patience and precision behind both great filmmaking and great tequila. As the camera pulls back, viewers discover how del Toro’s hands-on approach mirrors the way PATRÓN is made: small-batch production with refusal to cut corners, regardless of scale, and an unwavering commitment to doing things the right way.

Del Toro’s work of art perfectly captures the story behind every pour of PATRÓN – a tequila handcrafted from just three all-natural ingredients and shaped by generations of expertise and more than 60 skilled hands in the heart of Jalisco. From waiting for agave to reach peak ripeness to traditional brick-oven cooking, tahona milling, and small-batch distillation, audiences are reminded that when intention guides every step of the process, the result speaks for itself. The film was shot inside the Copper Bar at the brand’s invite-only distillery – a legendary space built from repurposed copper stills where many of the PATRÓN cocktails enjoyed around the world first take shape.

Take a look at the new short film here.