Patrón (Spanish for “the good boss”) is the brainchild of two entrepreneurs, John Paul DeJoria and Martin Crowley, whose love of tequila and desire to create the best tequila in the world led them to the Highlands of Jalisco, Mexico. There they found tequila industry veteran Francisco Alcaraz and asked him to produce the most extraordinary, highest-quality 100 percent agave tequila possible. From that fortuitous meeting, Patrón tequila was born.

Patrón’s success is due in no small part to its founders’ hunch early on that consumers were ready for an ultra-premium luxury tequila, a spirits category which at the time didn’t exist.