Patrón Tequila has announced the launch of Patrón 100, a 100 proof, small-batch expression handcrafted through 100% tahona stone production to deliver 100% of the full agave character.
The tequila marks the brand’s first distilled-to-proof release at 100 proof with no dilution and reflects Patrón’s commitment to craftsmanship and precision.
“High proof should mean high performance, not harshness,” said David Rodriguez, Patrón Tequila Master Distiller. “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.”
Since its inception, tahona production has been an integral part of Patrón’s process, contributing to the brand’s signature style and heritage, with the brand recognized today as the world’s leading producer of tequila made with the tahona process. Rooted in a centuries-old tradition, this rare, labor-intensive process relies on patience and precision, with cooked agave slowly crushed by volcanic stone to unlock deeper, more complex character. Patrón continues to prioritize the patience and precision required for this meticulous handcrafted process. The launch of Patrón 100 comes as tahona-produced unaged tequilas outpace growth in the broader blanco category*, reflecting renewed appreciation for tequila made with heritage-driven craft.
“We’re seeing a real shift in what bartenders and tequila drinkers are looking for,” said Samantha Newby, Global VP Patrón, Innovation & Sustainability. “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.”
Patrón is also introducing the Let’s Roll Tour, 100 pop-ups with 100 bartenders over 100 days designed to introduce the new tequila to the bartender community. The tour will bring together bartenders and industry professionals at leading bars in major cities and show up at key moments in tequila culture, culminating on National Tequila Day (July 24) with a special activation during Tales of the Cocktail in New Orleans.
Patrón 100 is available for $49.99.
