Viceroy Creative brought together Patrón tequila and French crystal maker LALIQUE in a collaboration series featuring one-of-a-kind art pieces holding the rarest, oldest blend of Patrón tequila. LALIQUE is renowned for its French luxury and bold lifestyle brand, with a steadfast commitment to craftsmanship, quality, and exclusivity, attracting a dedicated following of collectors. Viceroy meticulously orchestrated the partnership between Patrón and LALIQUE, overseeing the strategy, ideation, selection, curation, and design to ensure a seamless collaboration.
Viceroy collaborated with LALIQUE’s Marc Larminaux on all three bottles. The series began in 2015 with Serie 1, inspired by the iconic PATRÓN bottle design. Building on its success, Serie 2 was launched in 2017, showcasing LALIQUE’s signature Art Deco style, a nod to the shared heritage of Mexico and France in the Art Deco movement. The exclusive Serie 3, released in 2023, features only 299 bottles, each inspired by the agave.
The project concept revolved around a harmonious blend of flavors and cultures, creating an unexpected journey towards excellence and perfection. The narrative of Patrón en LALIQUE is one of fusion, where traditions of meticulous craftsmanship, quality, authenticity, and heritage converge. Each batch of Patrón tequila is carefully crafted, from the maturation of blue weber agave to the hand selection and harvesting of the finest piñas by skilled artisans, followed by distillation and bottling in Mexico's heartland. This process demands time, skill, and dedication to maintain exceptional quality and preserve heritage in every bottle. Similarly, crafting a LALIQUE decanter involves the same level of precision, skill, and dedication to achieve the consistent quality and artistry found in each handcrafted piece. Both brands embody provenance, with LALIQUE's French aesthetic and the tequila's roots in Jalisco, Mexico.
