The art of Patrón, the newest creativity inspired expression of the brand, features a partnership with historical French crystal maker LALIQUE. Viceroy brought these two brands together to create a truly beautiful collaboration featuring a one-of-a-kind art piece holding the rarest, oldest blend of Patrón, tequila.
LALIQUE is the ultimate symbol of French luxury and one of the most daring of lifestyle brands. With a focus on creating distinctive objects and introducing limited edition works of art, they continue to push the limits while consistently reinvigorating the brands cultural heritage. LALIQUE’s continued focus on craftsmanship, quality and exclusivity has resulted in a large brand following of avid collectors.
Our concept: a synthesis of flavors, of cultures. A surprise that leads to greatness. To perfection. The story of Patrón en LALIQUE Serie 1 is about fusion. A collision of tradition. Traditions of hand craftsmanship, quality, authenticity and provenance.
Each small batch of Patrón tequila is nurtured, from maturation of the blue weber agave to hand selection and harvesting of the finest piña by skilled artisans, through to distillation and bottling in the heart of Mexico. The process requires time, skill and attentiveness to ensure exceptional quality and preservation of heritage in every bottle of Patrón.
The journey to creation of a LALIQUE decanter is similar in nature, requiring the same precision, skill and attentiveness to achieve the quality and artistry consistently delivered in each of its handcrafted designs. Provenance is embedded in each brand, from the French aesthetic in each LALIQUE piece of crystal to the tequila harvested in Jalisco, Mexico.
Both brands are desired around the world, and together, through a fusion of culture, where traditions meet and are reinvigorated, can create something totally unique and luxury.
The floral agave patterned crystal decanter with an amber colored piña shaped stopper sits in a leather and moonstone box. A package inspired by heritage, utilizing materials from Mexico and French design cues, the box includes a booklet and video featuring the brand story.
Utilizing their vast network of collectors, auction houses, and strategic marketing communication, LALIQUE will build a following and collector base for the designs. The glamour, allure, fame and excitement of this series will directly overflow to all Patrón products and increase brand value. No other tequila will ever be able to reach the heights of Patrón.
Viceroy Creative strategized, ideated, selected, curated and designed the partnership for Patrón along with LALIQUE.
Video created by Mullen Lowe US