Formula 1’s Sergio Perez Talks Tequila, Family and His Future

Fresh off taking second in the driver’s championship, Checo chats about his partnership with Patrón and his plans to come.

By Will Sabel Courtney

Published November 20, 2023

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Updated November 20, 2023

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To paraphrase Frank Sinatra: for Sergio Perez, when he was 33, it was a very good year.

Born on January 20th, 1990, his 33rd year coincides with the 2023 Formula 1 racing season, which goes down as his best season in F1 to date. From behind the wheel of his Red Bull Racing car, Checo, as he’s known by fans, secured second place in the driver’s championship at the penultimate race of the season, the 2023 Las Vegas Grand Prix on November 18th — which is about as good a result as any mere mortal could hope for, since no one short of Captain America had a chance of beating Max Verstappen for the title this year.

Patrón Silver Mexican Heritage Tin 2023
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But 2023 has also seen the driver and native son of Mexico partner with Bacardi’s famed tequila brand Patrón on a new special edition tin for the brand’s well-known Patrón silver expression. The 2023 Mexican Heritage Tin — the eighth edition of the tradition for the brand — boasts a delightful array of eye-catching art, put together by Checo as a salute to his homeland, his passions and those he loves.

Despite being rather busy — the life of a Formula 1 driver is rarely calm, but especially not before a race — Perez took the time to speak with us via email just before the race about his plans for the future, his team-up with Patrón and what had him excited about the Las Vegas GP.

How did this collaboration with Patrón get started? Can you tell me if they reached out to you, how you felt about the project, etcetera?

I have been working with Patrón for about two and a half years now. They reached out to me, and it really started from our shared pride and passion for Mexico, as Patrón is a proudly Mexican brand. Every bottle of Patrón is handcrafted in Atotonilco, El Alto in Jalisco, Mexico at Hacienda Patrón. They really take care of their people [and] the community, and are really proud of Mexican culture.

a bottle of perfume and a glass on a table — Perez’s custom tin for the Patrón Silver bottle.

As you may know, I grew up in Guadalajara in Jalisco – very close to Patrón. My Mexican heritage, culture, and country is something that means a lot to me, and is at the core of who I am. That’s how the partnership was born, and we’ve continued to grow from there.

This year, Patrón actually become the official global spirits partner of the Oracle Red Bull Racing team, which I love to see. It has been nice to have Patrón on-track in our paddock club, and doing exciting events with the team at key races. I’ve really enjoyed working with Patrón — they are a great partner.

How deeply were you involved with the design of the new special edition box?

This year’s tin is all about celebrating the rich culture of Mexico, which of course is a passion of mine. To bring it to life, I worked closely with Patrón to include many symbols which hold personal relevance for me.

For example, I wanted to honor mi familia — my team, family, and friends — in the design of the tin, who I showcased through a pack of coyotes. I also made it a point to include the eagle, the national symbol of Mexico, and Xolotl, which is the Mexican “god of the game” representing the importance of teamwork.

What are you most excited about for the Las Vegas Grand Prix? What about least excited about?

It’s a new venue in an amazing city racing in the streets, which I love, so I’m excited for that. [On the downside] I think it will probably be the most tiring race of the season, in terms of the time zone and the night schedule.

What’s your favorite car that you own personally?

I am very grateful to be able to enjoy an extensive personal car collection. Choosing a favorite car is like choosing a favorite child — impossible.

Do you still enjoy being in Formula 1? Do you ever think about what you’d like to do after?

I am beyond grateful to have had my racing dreams become a reality. Growing up, if you had told me that I would become a part of the number one Formula 1 team in the world, I wouldn’t have been able to believe it. But I’ve worked hard to get here and am proud of how far I’ve come.

As far as looking towards the future — I plan to stay [in] racing until at least 2026, so I can experience the new set of F1 rules that are set to go into effect then. I can’t say exactly what’s to come otherwise … but I am excited to continue sharing the culture of Mexico with the world.