The News
PATRÓN® Tequila announced the launch of PATRÓN 100 on April 15, 2026, in Hamilton, Bermuda. The product is a 100 proof, small-batch tequila made entirely through tahona stone production, using only agave, water, and yeast. It reflects the brand's commitment to traditional craftsmanship and offers a distinct flavor profile with notes of sweet, cooked agave, minerality, earthiness, and a touch of spice.
This week’s spotlight is on PATRÓN Tequila’s new 100‑proof silver tequila, PATRÓN 100, and what its launch signals for the premium spirits market and for operators looking to refresh their product lines.
$49.99 SRP places PATRÓN 100 in the U.S. super‑premium segment that accounted for about one‑third of total tequila volume last year, per IWSR data.
The price point lands it squarely among other 50% ABV agaves—an attractive slot for bars and retailers that want a high‑proof option without diluting to the typical 40–45 proof.
Only five percent of all brands use 100% tahona milling, according to Tahona Society data.
PATRÓN’s commitment to this labor‑intensive, centuries‑old stone‑crushing method sets it apart in a crowded super‑premium field and appeals to bartenders who value authenticity and terroir.
The launch also marks PATRÓN’s first distilled‑to‑proof expression at 50% ABV.
While the brand has long emphasized agave purity, this release eliminates post‑distillation dilution—a move that could influence shelf strategy for operators who want a product that delivers consistent proof from bottle to glass.
High‑proof spirits grew 14% in off‑premise sales last year, underscoring the momentum that PATRÓN 100 taps into. The robust flavor profile—sweet cooked agave, minerality, earthiness, and a hint of black pepper—makes it a natural fit for elevated cocktails such as the PATRÓN 100 Margarita or a custom “negroñi.”
PATRÓN is also rolling out its “Let’s Roll” 100‑day tour, featuring 100 pop‑up events with bartenders across the U.S. from April 15 to July 24, culminating at National Tequila Day in New Orleans. The initiative targets bartender engagement but does not alter wholesale volume or distribution availability.
For distributors already carrying PATRÓN, PATRÓN 100 offers an opportunity to strengthen a premium agave lineup—particularly in accounts that favor high‑proof products such as PATRÓN Silver or Don Julio Blanco. Because the brand’s production capacity is tied to the 18 tahona wheels at Hacienda PATRÓN, bulk purchases remain modest; allocation should therefore focus on high‑turnover premium accounts rather than seeking economies of scale.
In short, PATRÓN 100’s entry into the super‑premium, high‑proof segment aligns with a clear market trend toward elevated proof and authentic production methods—an offering that will likely resonate with both cocktail‑savvy operators and consumers who demand quality without compromise.
Added May 2026: for buyers comparing premium tequila options, PATRÓN 100’s 100% tahona milling and high-proof profile position it as a unique value proposition in the super-premium segment.
Original Press Release
Hamilton, Bermuda — April 15, 2026 — PATRÓN® Tequila, the world’s number one super-premium tequila*, today announced the launch of PATRÓN 100 — a 100 proof, small-batch expression handcrafted through 100% tahona stone production to deliver 100% of the full agave character. PATRÓN 100 marks the brand’s first distilled-to-proof release at 50% ABV with no dilution and reflects PATRÓN Tequila’s unwavering commitment to time-honored craftsmanship, precision, and doing things the right way.
The result is a distinct, balanced flavor profile, layered with the natural sweetness inherent to 100% Weber Blue Agave, crafted using only three simple ingredients from start to finish: agave, water, and yeast — and nothing else. Just the full expression of agave — revealing notes of sweet, cooked agave, minerality, earthiness, and a touch of spice like black pepper, creating a bold yet refined tequila, delivering the clarity and intensity bartenders need to build elevated cocktails.
“High proof should mean high performance, not harshness,” said David Rodriguez, PATRÓN Tequila Master Distiller. “With PATRÓN 100, we focused on building more depth and structure while keeping the balanced profile people expect from our tequilas. At 100 proof, the agave profile can really shine through, standing up beautifully to minerality and dilution in cocktails. This is a tequila built for bartenders who want bold, high-character flavor that still feels refined.”
Since its inception, tahona production has been an integral part of PATRÓN Tequila’s process, contributing to the brand’s signature style and heritage, with the brand recognized today as the world’s leading producer of tequila made with the tahona process. Rooted in a centuries-old tradition, this rare, labor-intensive process relies on patience and precision, with cooked agave slowly crushed by volcanic stone to unlock deeper, more complex character. PATRÓN continues to prioritize the patience and precision required for this meticulous handcrafted process. The launch of PATRÓN 100 comes as tahona-produced unaged tequilas outpace growth in the broader blanco category*, reflecting renewed appreciation for tequila made with heritage-driven craft.
“We’re seeing a real shift in what bartenders and tequila drinkers are looking for,” said Samantha Newby, Global VP PATRÓN, Innovation & Sustainability. “People are paying closer attention to how tequila is made and gravitating toward deeper, more authentic agave flavors. At Hacienda PATRÓN, we have 18 tahona wheels, which allows our distilling team to honor this centuries-old method at a scale that’s truly unique in the industry. With PATRÓN 100, we wanted to show what’s possible when you give traditional craftsmanship the time, care, and investment it deserves.”
To celebrate its latest innovation, PATRÓN Tequila is introducing the Let’s Roll Tour: 100 pop-ups with 100 bartenders over 100 days designed to engage the trade and introduce PATRÓN 100 to the bartender community. Kicking off today, the tour will bring together bartenders and industry professionals at leading bars in major cities and show up at key moments in tequila culture — culminating on National Tequila Day (July 24) with a special activation during Tales of the Cocktail in New Orleans, the premier annual conference for the global spirits and cocktail community. Beginning today, PATRÓN 100 is officially available in the U.S. behind the bar and at retailers nationwide for an SRP of $49.99. Built with the structure and intensity bartenders demand, it can be served neat, over ice, or used as the foundation for cocktails — including the PATRÓN 100 Margarita and PATRÓN 100 Negroñi.
PATRÓN 100 Margarita2 oz PATRÓN 100 Tequila0.75 oz Fresh Lime Juice0.5 oz Blood Orange Juice0.5 oz PATRÓN CITRÓNGE Orange Liqueur0.5 oz AgaveGarnish: 2 Basil Leaves or Thyme Sprigs
PATRÓN 100 Negroñi1 oz PATRÓN 100 Tequila1 oz Bitter Bianco0.5 oz MARTINI Dry Vermouth0.5 oz MARTINI Ambrato Vermouth1/2 bar spoon of Ancho Reyes VerdeGarnish: Green Olive
Sources consulted (web research):
- Patron 100 Silver Tequila
- Meet Patrón 100 A 100 Proof Tequila Born From 100 Tahona Tradition
- Patron 100 Silver Tequila 100 Proof
Source: BevNET