Exploring the Spirit of Mexico

Earlier this summer, UK Brand Ambassador Gianluca Pavanello and Head of UK Advocacy, Davide Zanardo, led an elite group of the UK’s top bartenders and key patrons on an unforgettable journey through the heart of Mexico, diving deep into the origins and traditions of two iconic agave spirits: PATRÓN® tequila and ILLEGAL® mezcal. This week-long adventure offered an immersive look at the craftsmanship, culture, and heritage that define these world-renowned brands, giving participants a unique opportunity to deepen their appreciation and expertise. The group traveled to the legendary regions where both spirits are produced, where they gained firsthand insight into the meticulous production processes and traditional practices that make PATRÓN and ILLEGAL so remarkable. Watching local artisans at work, participants witnessed how traditional methods—like the use of tahonas to grind the agave—are still essential to creating the unique flavor profiles that fans around the world have come to cherish. Beyond the distilleries, the group also engaged in cultural experiences and educational sessions that highlighted Mexico’s rich agave heritage. Each day was filled with opportunities to connect with local communities, explore the history behind agave spirits, and delve into the heart of Mexican culture, building a more profound connection to the spirit of tequila and mezcal. Check out the video recap from the trip below.