Patron tequila has announced a partnership with Formula 1 racing Sergio ‘Checo’ Perez
The collaboration will kick off with a one-minute hero film depicting the roads that Checo has traveled to get to where he is today, allowing fans an opportunity to connect with him with a behind-the-scenes look at his life, while enjoying a glass of Patron.
The video showcases Checo’s passion and pride for Mexico as he reflects on his craft, innovation and hard work through a metaphorical journey following him along the dirt paths of Jalisco’s highlands region — where Patron handpicks its 100% Weber Blue Agave — to the modern streets of his home in Guadalajara, Mexico.
“At Patron, we celebrate the progressive pioneers and bold innovators who drive powerful outcomes in their lives,” said Kathy Parker, Patron Global President and CMO. “Just as Patron goes to extraordinary lengths to deliver perfection in every drop, we are proud to work with Checo Perez, who goes to extraordinary lengths to deliver perfection at every turn. From his incredible career as a trailblazing driver, to his work for his community in Mexico, Checo truly strives for excellence in everything he does. We are honored to welcome a fellow Mexican icon to the Patron familia.”
“No matter where in the world racing takes me, Mexico — namely Jalisco — is my home, and I am always excited to return,” said Perez. “Patron shares my relentless desire to innovate in my sport and pride for our country. I have much respect for the tremendous lengths the Patron familia goes to achieve simply perfect tequila. I’m raising a glass of my favorite Patron Silver in celebration of this exciting union and what’s to come.”
Fans can view the Checo and Patron film, directed by Ritesh Gupta, on the Patron YouTube channel and Checo’s social media channels.