Page 62 - TFWA World Exhibit 2024 Special Edition

INSIDER

Patrón ran a pop-up at MIA earlier this year that celebrated the brand’s role as official Tequila
partner to the Oracle Red Bull Racing team.

Bacardi Global Travel Retail features high-impact Patrón activations

throughout the Americas

Tequila and Agave are two of the Cristalino, the latest innovation from are uniquely Patrón. Master Distiller David
most dynamic and exciting categories in Patrón Tequila - on a GTR exclusive basis Rodriguez and his team then filter the aged
spirits, and are demonstrating enormous with Avolta’s Cancun Duty Free store for Añejo through wood charcoal to create a
growth potential in travel retail across the two months, before rolling out to other naturally smooth and sweet Cristalino with
Americas, Geoff Biggs, Regional Director, locations in GTR from the fall. Cristalino a clear appearance.
Americas GTR, for Bacardi tells TMI. is a hot category in Mexico right now. The Patrón Cristalino comes in a new
In the last two years, Patrón has performance of Patrón Cristalino to date is bottle and box inspired by Mexico’s natural
launched two super-premium tequila exceptional, the taste delivery is superb and beauty. The tequila is housed in a crystal
releases: Patrón El Cielo and Patrón El consumers are responding very positively.” clear glass bottle, embellished with a piña
Alto. Patrón Cristalino is a smooth and pattern and accompanied by a metallic neck
“Both are performing strongly at sweet tequila crafted with only three label and black wooden cork.
Mexico’s major international airports natural ingredients — 100% Weber Blue Cancun is an important location for
where there is a high proportion of Agave, water and yeast. Patrón thanks to the dominant American
American travelers and performance is Patrón Cristalino uses both the roller passenger base, says Biggs.
no doubt boosted by recognition from the mill and Tahona methods to extract the “It gives us the opportunity to engage
brand’s domestic market support in the agave, and wood vats to ferment the liquid them in a fantastic space in Mexico,
U.S.,” explains Biggs. in small batches at Hacienda Patrón in amplifying the authenticity of the brand’s
In July the company added another Jalisco, Mexico. Maturing in four different Mexican heritage and craftsmanship,
tequila from the Patrón innovation pipeline casks for 12 to 15 months, the company helping us to explain why it is the world’s
that is already having success in Mexican says the resulting tequila offers a sweeter number one super-premium tequila. Our
duty free, where it was first launched. profile with big, woody notes without investment in a permanent bar, located
“This summer we introduced Patrón overpowering the baked agave flavors that right outside the Avolta store, is the perfect

The Patrón tequila portfolio has grown over the past two years adding Patrón El Cielo, Patrón El Alto and now Patrón Cristalino.

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