Overview
- Patrón introduced the 100‑proof Patrón 100 on Wednesday with U.S. nationwide availability and a $49.99 suggested price.
- The tequila is distilled to proof at 50% ABV with no added water and is made using only agave, water, and yeast.
- Production relies on 100% tahona extraction, where a volcanic stone wheel crushes cooked agave to draw out deeper, layered flavors.
- Patrón says the higher strength helps cocktails keep clear agave flavor and body, responding to bartenders who want a spirit that does not get lost in mixers.
- The brand kicked off a Let’s Roll Tour of 100 pop‑ups with 100 bartenders over 100 days, ending July 24 at Tales of the Cocktail in New Orleans.