By Andy Young

Patrón tequila is transporting people through its distillery thanks to an immersive virtual reality experience that uses innovative Oculus technology.

The "Art of Patrón Virtual Reality Experience" takes in the perspective of a bee flying through the agave fields and on though the gates of the Hacienda Patrón distillery. The 360-degree virtual reality experience goes on to show the sights and sounds of Patrón’s actual production, aging and bottling.

Lee Applbaum, global chief marketing officer at Patrón Spirits, said: "An innovative spirit is what built Patrón, and to this day, it not only defines our products, but also how we tell our brand story.

"While many brands are utilising virtual reality largely for entertainment, Patrón is leveraging this incredible interactive technology as a unique educational tool, to give an immersive, behind-the-scenes look into the artisanal process of making our handcrafted tequila."

The experience was filmed at the Hacienda Patrón in Jalisco, Mexico, using a special drone that was fitted with seven GoPro cameras. 

“Consumers are increasingly eager to learn the stories behind the products and brands they enjoy,” added Applbaum. “It’s relatively easy to write brand education materials or shoot a video, but that doesn’t always

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

You can see the experience on the Patrón website.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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