HAMILTON, Bermuda, March 18, 2026 /PRNewswire/ -- PATRÓN^® Tequila, the world's number one super-premium tequila*, today unveiled its new global campaign celebrating craft, intention and the pursuit of greatness with the launch of "The Perfect Pour," a short film directed by award-winning and visionary Mexican filmmaker Guillermo del Toro.

At the heart of the campaign is a striking film that transforms a seemingly simple act — the pouring of PATRÓN Tequila — into a cinematic moment. What begins as a quiet, singular pour gradually reveals the full scale of production behind it: Guillermo del Toro's meticulous direction, a complete crew working in perfect sync, and the extraordinary precision required to capture every detail. Hiring a critically acclaimed, award–winning filmmaker to direct a simple, single pour may seem excessive—but it mirrors the lengths we go to craft every bottle of PATRÓN. When you refuse to compromise on your process, even the smallest detail deserves perfection.

"Perfection isn't rushed — it's built frame by frame, pour by pour," said Guillermo del Toro. "I believe in artistry over industry, soul over process, and making things without compromise. That's what drew me to this collaboration with PATRÓN. This film is about honoring craft, intention, and the beauty that comes from doing things the right way."

That same attention to detail and uncompromising ethos mirrors the story and spirit of PATRÓN Tequila. PATRÓN Tequila is meticulously handcrafted in Jalisco, Mexico, from just three ingredients — 100% Weber Blue Agave, water, and yeast. Each bottle of PATRÓN Tequila is shaped by generations of expertise, crafted by more than 60 skilled hands, and guided by a commitment to doing things the right way with precision and care.

"At PATRÓN, we've always believed that how you make something matters," said Roberto Ramirez-Laverde, Global Senior Vice President, PATRÓN Tequila. "From day one, we've never compromised on how we craft our tequila — using only three natural ingredients (agave, water, time) and traditional, time-honored methods to give our tequila the patience and care it deserves. Guillermo shares that same dedication to greatness and refusal to compromise. The Perfect Pour delivers a message that hiring an award–winning filmmaker to direct a simple pour shot may seem excessive—but those are the same lengths we go to craft every bottle at PATRÓN. We don't compromise on our process.

Filmed on location at Hacienda PATRÓN in Jalisco, Mexico, the film, created in partnership with BBH USA, celebrates del Toro and PATRÓN Tequila's shared commitment to uncompromising perfection. Del Toro's creative lens comes to life through colorful and distinctly Mexican visual elements, including a stylized skeleton crew, representing the many hands and artistry behind both the film and every bottle of PATRÓN. That spirit extended behind the camera as well, with an award-winning Mexican-led crew including Guillermo Navarro, Karla Castañeda, Guy Davis, Dennis Berardi, Nathan Robitaille, and Terry Notary. Known for never compromising on the people he works with, del Toro assembled a team with a shared artistry and precision that worked hand in hand to create something extraordinary.

"From the beginning, the creative vision was to tell the PATRÓN story in a way that felt cinematic and intentional, drawing parallels to uncompromising spirit and greatness of Guillermo del Toro," said Laila Mignoni, VP, Global Communications at PATRÓN Tequila. "Guillermo brought that vision to life by directing 'The Perfect Pour' using rich Mexican imagery and motion capture performers to create skeletons to bring his world to life that feels handcrafted yet technically masterful. What appears to be a simple pour becomes an incredibly detailed, rich world that is crafted with extraordinary precision and care just like our process at PATRÓN.

The campaign will also debut in additional markets around the world, later this year.

With The Perfect Pour, PATRÓN reinforces its leadership in the super-premium tequila category, celebrating the care, craft, and collective effort behind every bottle, and reminding audiences that when things are made with intention at every step of the process, the results are simply perfect.

LOUISVILLE, Ky., March 19, 2026 /PRNewswire/ -- Leading global spirits company Sazerac today announces its acquisition of Dirty Shirley, a ready-to-drink cocktail brand known for its cheeky vodka-spiked take on the classic Shirley Temple.

"We are excited to make the Dirty Shirley brand a part of the Sazerac family," says Jake Wenz, CEO of Sazerac. "The brand has carved a unique space in the RTD category with their bold cocktails and distinct personality, and we're looking forward to continuing to build on the solid foundational work done by the brand to-date."

The acquisition comes as the Shirley Temple makes a major comeback, fueled by consumers craving their favorite childhood nostalgia drink but this time, with a grown-up upgrade.

 "Sazerac is the perfect home for Dirty Shirley," said Adam Kost, Founder of Dirty Shirley. "They have the scale, expertise, and vision to take the brand to the next level, and I have full confidence they will continue to build Dirty Shirley into an iconic name in the spirits industry."

Dirty Shirley joins Sazerac's robust, global spirits portfolio including BuzzBallz, Buffalo Trace Bourbon, Traveller Whiskey, Fireball Cinnamon Whisky, Southern Comfort, SVEDKA Vodka, Wheatley Vodka, Myers's Rum, Paddy's Irish Whiskey and many more.

Rutland Square Spirits, the Edinburgh-based premium spirits company, has launched into the Canadian market with its products now available across Ontario through a partnership with the Liquor Control Board of Ontario (LCBO) — one of the world’s largest and most influential alcohol retail systems.

With more than 690 stores and annual sales exceeding CAD $7 billion, the LCBO plays a defining role in shaping consumer demand in one of the world’s most valuable regulated alcohol markets, making it a key gateway for premium international brands entering Canada.

The listing comes as trade between the United Kingdom and Canada continues to strengthen, with UK exports reaching approximately £18.3 billion — up nearly 10% year-on-year — underlining Canada’s growing importance as a strategic market for British businesses.

For Rutland Square Spirits, the LCBO listing marks a major step in its international expansion — from starting in a small Edinburgh home office and delivering stock from the back of a van, to securing listings in one of the world’s most competitive retail systems.

Founded in Edinburgh, the company was built to fuse traditional Scottish distilling craftsmanship with the bold spice profile of Indian chai and rare tea botanicals such as White Oolong — one of the world’s most prized teas — creating a distinctive, globally inspired premium spirits range.

Nishant Sharma, Founder & CEO of Rutland Square Spirits, commented:

“Canada is one of the most exciting premium spirits markets in the world right now. Consumers are increasingly looking for quality and distinctive flavour — and that creates real opportunities for brands that truly stand out.

To go from packing orders ourselves and loading vans in Edinburgh to securing a listing with the LCBO is a huge milestone. We’re grateful to our distribution partner Ikshit Sharma at Anu Spirits for helping make this possible, and we see Canada as a key market in our long-term growth.”

BARDSTOWN, Ky., March 18, 2026 /PRNewswire/ -- Elijah Craig, the award-winning family of premium American whiskeys, today announced its inaugural Elijah Craig Single Barrel 15-Year-Old Bourbon. The new expression joins the brand's acclaimed single barrel lineup as a higher-proof offering crafted for those seeking robust and complex flavors.

Bottled at 108 proof, Elijah Craig 15-Year-Old Bourbon delivers a layered tasting experience designed to showcase the richness and depth that comes with extended aging in new charred oak barrels.

The expression leads with aromas of dark fruit, figs and roses. Upon tasting, expect flavors of roasted nuts, toasted oak and caramelized sugar that build to a rich, complex finish evoking crème brûlée with ginger and cloves. Its structure yields a mature elegance without feeling too intense, creating a full-bodied profile balanced by refined sweetness and spice.

"This release reflects the craftsmanship and tradition that has defined Elijah Craig for generations," said Conor O'Driscoll, Master Distiller at Heaven Hill Distillery. "We were looking for exceptional depth and character in our first 15-Year-Old Single Barrel Bourbon, and it delivers at a proof that enhances its natural complexity. The result is a bold yet refined whiskey that is approachable enough to be an all-evening sipper."

The 54% ABV offers a subtle nod to May 4, 1964 - the date the United States Congress officially recognized Bourbon as a distinct product of the United States. The ruling reinforced the standards that continue to guide its production, including a requirement that it be aged in new charred oak barrels. That pioneering practice is attributed to Elijah Craig and is what earned him his enduring reputation as the "Father of Bourbon."

Elijah Craig 15-Year-Old Bourbon will be available in 750ml bottles nationally beginning this month, with a suggested retail price of $149.99.

Follow Elijah Craig on Instagram for news about the latest release and find a retailer near you at ElijahCraig.com.