In an industry first, Patrón Tequila has created a virtual reality experience using the Oculus Rift that takes you on a journey through their distillery in the highlands of Jalisco, Mexico.
The “Art of Patrón Virtual Reality Experience” will take you through the entire process of creating their world-famous Tequila, from the fields to the Hacienda Patrón distillery, where the tequila is filtered into the iconic Patrón bottle. The coolest thing about the whole tour is that you’ll see the fascinating process through the eyes (all five of them) of a bee.
“While many brands are utilizing 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” said Lee Applbaum, Global Chief Marketing Officer at Patrón Spirits.
This technology that Lee mentions included drones that were outfitted with seven GoPro cameras and operated by a licensed drone pilot. The use of binaural (3D) audio was captured throughout the shoot, which collected sound from all directions to ensure an experience that is both authentic and natural.
The “Art of Patrón Virtual Reality Experience” was recently shown off at Tequila & Mezcal Fest 2015 on September 19 and 20 at Old Spitalfields market in London. For those of you that weren’t fortunate enough to experience it in the flesh, a 360-degree web experience will also be posted on the Patrón Tequila website, including behind-the-scenes footage.