Patrón's New El Cielo Tequila Aims for the Super-luxury Market

One of the world’s most recognizable premium tequila brands, Patrón hasn’t quite managed to attain luxury-yacht-set status over the years—or make itself the go-to at those super-exclusive joints in Vegas, Miami, Ibiza, and beyond. Aiming to change that, Patrón made its first push into the ultra-luxury market dominated by Don Julio and newcomers like Casa Dragones with the launch of El Alto last year. Six months later, the brand aims to propel its prestige portfolio even higher into the tequila stratosphere with the launch of Patrón El Cielo—the first four-time distilled prestige tequila on the market.

Patrón El Cielo—which mean's "heaven" in Spanish—looks to unlock the natural sweet flavors of premium agave with a taste that's as bright, fresh, and smooth as silver tequila gets. Arriving just in time for summer, it's recommended to be sipped over ice with a slice of orange. 

“Patrón El Cielo offers a unique experience for tequila drinkers, delivering an impressively rare, naturally sweet taste,” says Kathy Parker, global chief marketing officer at Patrón. “By taking our iconic Silver tequila and expertly using a fourth distillation to develop an amazing, prestige tequila, a first within the category, master distiller David Rodriguez really pushed the boundaries with a distinctive process. The complexity of distilling tequila without sacrificing flavor requires remarkable talent, and we’re immensely proud of this bold innovation his team created.”

Like Patrón’s other offerings, El Cielo is made of 100 percent Weber blue agave, water, and yeast. The elevated flavor profile feels like it should be paired with a luxurious summer evening. It offers bright citrus notes, alongside a surprising sweetness without losing the light summer quality preferred by blanco tequila enthusiasts.

El Cielo's distinctive packaging strays from the ubiquitous, wide-bottomed Patrón receptacle, opting for a sleek, tall glass bottle outfitted with gold designs inspired by the volcanic tahona stone used to produce the brand’s tequila alongside other elements, including agave fields and the light found within the Jalisco Highlands of Mexico.

[$129; patron.com]