Patron El Cielo | Austin Launch Film

On April 24, 2023, Patron and Bacardi published El Cielo as a prestige silver tequila. El Cielo is Spanish for heaven. The liquid is 100% Weber Blue Agave, distilled four times at Hacienda Patron in Jalisco under Master Distiller David Rodriguez. Patron called it the world's first four-times-distilled prestige silver. House tasting notes are bright, naturally sweet agave with citrus and orange. The published serve is over ice with orange. Bacardi owns Patron.

Public launch copy said Rodriguez distilled El Cielo on the smallest copper pot still at Hacienda Patron. In that same April 2023 material he said, "Our goal is to achieve perfection in every drop." The bottle and the mark were built for a prestige silver night, then taken into rooms in two Texas cities.

We covered the Austin activation on film, then the Houston night on the same campaign. The players above are those two cuts. The frames in this feature are stills from the films. Event photography on the job is by John Winters. The films are by Adam Grumbo.

The world's first four-times-distilled prestige silver tequila.

Who Hired The Camera

Spirits brands and agencies hire a launch recap when the room, the bottle, and the people using it have to travel after last call. The brief here was El Cielo as a prestige silver night: Austin first, Houston on the same campaign.

The stills stay with guests, the mark, and the serve. Winters shot the still photography on the same job so the film and the stills share one look.

Austin

The Austin film opens on The Riley Building, then moves inside a cloud-hung room built around the El Cielo mark. Guests drink, dance, and step onto the white backdrop. From above, the rooftop reads as a blue-lit box over a wet downtown street.