What does one do after founding one of the most successful tequila brands, virtually creating the premium tequila category in America, and then selling it to Bacardi for more than $5 billion?

Patrón is synonymous with tequila, but the premium brand's starting price tag may be difficult for many to shoot down. A bottle of Patrón Silver costs $50, or $600 for a 12-bottle case.

Patrón has long been a staple top-shelf tequila, but the storied brand's new El Cielo release is primed for nothing short of transcendence. Patrón El Cielo—which mean's "heaven" in Spanish ...

On Tuesday, Patrón Tequila waded into the additive-free tequila debate with a new campaign celebrating its "no secret ...