Guillermo del Toro is, in his own words, “a little exhausted.” For good reason. It’s just days before the Oscars, and up ...

Patrón is turning to Hollywood for its biggest advertising campaign in years, enlisting del Toro to direct and star in its ...

Skeletons are the crew in the new Patrón Tequila commercial directed by Guillermo del Toro. The Oscar-winning director makes ...

While del Toro has collaborated with the Bacardi-owned tequila maker before, “The Perfect Pour” campaign marks the first time ...

The Patrón Tequila campaign featuring the director will debut on March 18 during a Warriors vs. Celtics NBA game ...

Why would Patrón hire an Oscar-winning filmmaker just to shoot a single pour of tequila? The answer reveals everything about ...

The Friday, March 20, event costs $125.

"Did we really need one of the most iconic directors to film a simple pour? Of course we did!" Enjoy this amusing new ...

Patrón Tequila today unveiled its new global campaign celebrating craft, intention, and the pursuit of greatness, launching ...

Former Patrón executives who launched Texas-based brand Round 2 Spirits in January presented consumers with the first product displaying their mission to disrupt the booze category. Earlier this week, ...

This story is part of CNBC Make It's The Moment series, where highly successful people reveal the critical moment that changed the trajectory of their lives and careers, discussing what drove them to ...

Forbes contributors publish independent expert analyses and insights. I write about music and the business of music. For a top-tier spirit there is no better endorsement than an A-list musician. Look ...