Page 80 - IAADFS Summit 2023 Special Edition

INSIDER

Bacardi focuses on Patrón and premiumization as it returns to IAADFS

Bacardi is celebrating its return to experience includes pre-travel messaging logo hovering over them, to the rear.
exhibiting at the Summit of the Americas in with Expedia including Cancun travel The company says the piña pattern is
Palm Beach, with several new omnichannel guides, OOH advertising throughout the significant as it reflects how Patrón Tequila
initiatives and brand innovations across its traveler journey from arrival at Cancun cuts close to the heart of the agave plant to
portfolio. airport thru to in-store digital with Dufry. ensure only the sweetest part of the agave
As a demonstration of Bacardi’s The Experiencia Patrón bar is an is used in the making of Patrón Tequila.
ambition for Patrón Tequila, Experiencia elevated homage to the craft of Patrón Stone textures create a front
Patron has recently opened at Cancun Tequila and the handcrafted passion and ‘driveway’ for the entrance, while agave
Airport, prominently located outside the dedication that goes into its portfolio and hedge planters placed around the front
main Dufry store (until December 2024). of super-premium and ultra-premium of the pop-up encourage travelers to enter
Patrón Tequila is the world’s number one Tequilas, says the company. the pop-up.
super-premium tequila and the Tequila The pop-up features contemporary The bar offers travelers the chance
leader in travel retail (figures reported by structure of pale latticework, inspired by to sample Patrón cocktails, including the
IWSR 2021). the shape and texture of the piña of the Patrón Paloma, Patrón Margarita and the
Designed to engage American agave plant, curving around the brand Patrón Old Fashioned.
consumers this multi-layered omnichannel displays, with a golden PatrónTequila bee Travelers can then go into the Dufry
store to buy from the range, including
Patrón en Lalique: Serie 3, the latest
prestige innovation launch. Patrón en
Lalique: Serie 3 is a blend of rare extra
añejo tequilas encased in a crystal decanter
created by Marc Larminaux, Lalique’s
Artistic and Creative Director, and is an
artistic interpretation of the agave plant.
For this release, Patrón Master
Distiller David Rodriguez and his team
curated a blend of extra añejo tequilas
that is so rare, it can never be replicated.
14 different tequilas each aged for up to 8
years in French and American oak casks
were hand selected and combined to create

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