Patrón Tequila launches first NFT on BlockBar

Ultra-premium tequila brand Patrón has teamed up with BlockBar, the world’s first direct-to-consumer NFT marketplace for wine and spirits, to launch its first NFT, unlocking a bottle of limited-edition Patrón Chairman’s Reserve. It is also the first tequila brand on the BlockBar.com platform.

This one-of-a-kind, exclusive aged blend has, until now, never been released to the public, and purchase of the NFT provides ownership rights to the physical bottle of Chairman’s Reserve.

A complex yet delicate tequila, made of 100% Extra Añejo, this release is described as “the ultimate form of luxury, and is so rare that it will never be replicated again”. Only 150 individually numbered bottles of this tequila will be available exclusively on BlockBar.com.

The limited-edition Chairman’s Reserve blend is bottled in a handmade crystal decanter, hand-numbered by the Patrón familia, and packaged in a dome-shaped box with front-opening double doors featuring laser-cut panels that allow light to illuminate the liquid inside.

The outer packaging is made of dark, polished hardwood, hammered metal and luxurious engraving and inlays. The artwork is inspired by the brand’s birthplace in Atotonilco el Alto, Mexico with imagery evoking the Jalisco highlands, the Patrón Hacienda and agave fields.

Kathy Parker, President and Global Chief Marketing Officer for Patrón, said: “We’re thrilled to be working with BlockBar as the first tequila brand on the platform and for Patrón Tequila’s first-ever foray into the NFT market with the launch of Patrón Chairman’s Reserve. As one of the few brands that still makes tequila by hand, it’s exciting to be able to bring our passion and dedication to perfection and craftsmanship into the digital realm to a new audience of NFT collectors.”

The NFT with BlockBar.com is said to bridge the physical and digital marketplace, whether it is acquired for personal enjoyment, investment purposes or securing a rare and unique item for tequila connoisseurs and NFT collectors. The cryptographic version will be held securely by BlockBar, with a record of authenticity held on the blockchain as a digital certificate of ownership. The buyer may choose to redeem the physical product and have it delivered from BlockBar’s secure storage facility, trade its NFT version within the BlockBar.com marketplace, keep it in their virtual bar, or gift it through BlockBar’s new gifting offering on BlockBar.com.

Dov Falic, co-founder and CEO of BlockBar, said: “We’re excited to be a part of this innovative milestone for both Patrón Tequila launching its first NFT, and BlockBar teaming up with Patrón – the number one ultra-premium tequila – as the first tequila brand on our platform.”

The NFT is priced at 1.5 ETH (about $4,500) and may be purchased from BlockBar with Ethereum (ETH) or by credit card.

Iann Dior colours MCM's Spring/Summer 22 campaign

MCM has teamed up with chart-topping rapper and creative force Iann Dior for its playful Spring/Summer 2022 campaign.

Dior’s song “Let You” plays over a colourful utopian landscape showing off the German luxury brand’s all-new cubic monogram. “It’s a whole world of creativity and inspiration,” said MCM of the campaign, photographed by Reto Schmid and styled by Haley Wollens.

Iann Dior stars in the MCM SS22 campaign

Dior sports the upbeat pastel colours of the Intarsia Knit Cardigan in the campaign, which was also shot in virtual form, with videography by Torso. A finely-crafted mix of knitting techniques, it is cheerfully combined with the Visetos print München Tote, and the look is completed by the petite Millie Crossbody bag.

“I’m really excited to finally collaborate with MCM on their new Spring/Summer 22 launch since I’ve been a fan of the brand for as long as I can remember,” Iann Dior said in a statement. “It’s incredible to not only be the face of the campaign but also to have the chance to lend my sound.”

International models Pasha Harulia and Dongyeo are also featured in the campaign, roaming through digital oases and pastel city streets. Pasha Harulia wears a Cubic Monogram dress with a sophisticated Mode Mena Crossbody bag, while Dongyeo carries a Mode Mena Phone Case crafted from Spanish nappa leather and 24ct gold-plated hardware, a bucket hat in Denim Jacquard, playfully embellished with the MCM Cubic Monogram.

Dirk Schönberger, global creative officer at MCM, said: “The speed at which we move between zones, between urban and rural, virtual and real, feels so natural in this moment. MCM is constantly evolving, and this season’s collection with the accompanying campaign is a true representation of where MCM is headed. We’re going to be bold, and we’re going to be transformational – working with partners and ambassadors that best represent our future."