The Patrón Spirits Company is taking advantage of virtual reality early as a new way to market its tequila.

Consumers can experience the 360-degree “The Art of Patrón Virtual Reality Experience” at Patrón events across the globe, educational seminars, at some retailers, and on the Art of Patrón website. It’s an immersive look inside the Hacienda Patrón distillery in the Highlands of Jalisco, Mexico.

Lee Applbaum, global chief marketing officer at Patrón Spirits, believes virtual reality paves the way to opening up a dialogue about how most anything is intricately produced, particularly for brands that are interested in a high level of transparency.