In 1989 two visionaries, Paul Mitchell Systems co-founder John Paul DeJoria and entrepreneur Martin Crowley formed the Patrón Spirits Company with the singular goal of producing “the best tequila in the world.” They took the 100% pure Weber blue agave, grown in the hills of Jalisco Mexico, and blended traditional techniques with modern technology. They created the world’s first ultra-premium tequila. Under the stewardship of DeJoria and CEO Ed Brown, a new distilling and bottling factory was built in Jalisco. With the guidance of the renowned master distiller Francisco Alcaraz, the new factory (the Hacienda del Patrón) was designed to be state-of-the-art with a core steeped in tradition. Patrón Tequila is today the world’s number one ultrapremium tequila, available in more than 140 countries across the globe.