Patrón tequila has developed an immersive virtual reality experience that leverages innovative Oculus Rift virtual reality technology to transport people on an educational and exciting 3d virtual journey of site and sound to the Hacienda Patrón distillery in the Highlands of Jalisco, Mexico.

The “Art of Patrón Virtual Reality Experience” is a one-of-a-kind sensorial immersion, seen from the perspective of a bee, flying on a breathtaking up-close and personal visual journey that begins in the agave fields and continues through the gates of the Hacienda Patrón distillery, showcasing the sights and sounds of Patrón’s actual production, aging and bottling.

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The video was captured using a high tech drone with a 360-degree camera rig to deliver the feeling of flight from a bee’s point of view. They utilized spiral audio to complete the sensory experience of sight, sound and motion, then all the footage was stitched together. Any missing pieces were added via photo real computer graphics to go places where the camera could not go. In the end, they were able to create a seamless virtual reality experience.

When visitors put on the virtual reality headset with site and sound, they become the bee. 

“Consumers are increasingly eager to learn the stories behind the products and brands they enjoy,” added Lee Applbaum, Global Chief Marketing Officer at Patrón Spirits. “What we’ve created, using the very latest VR technology, is an authentic, intimate and unprecedented look inside our private Hacienda doors, second only to visiting in person.”

The video tells the story like you are on a distillery tour. Key the music, “Every love story has a beginning. Ours begins in the Highlands of Jalisco, Mexico. The rich red clay is home to the highest quality Weber blue agave. After maturing for up to seven years the Weber Blue Agave is finally ready to fulfill its destiny. Welcome to Hacienda Patron, where each bottle of the world’s finest tequila is crafted by no less than 60 hands.”

The “Art of Patrón Virtual Reality Experience” will be offered globally at Patrón events, educational seminars, and at select on- and off-premise retailers.

Here’s the 2D version of the video. To see the 3D version you’ll have to visit one the Patron events in person.


How’d they do that? Here’s a behind the scenes video explaining how they created the video.


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