Page 74 - TFWA World Exhibit 2023 Special Edition

INSIDER

Bacardi GTR launches Patron El Cielo

Bacardi Global Travel Retail is
launching Patron El Cielo, a prestige silver
tequila, which the company says will help
super-charge the tequila category in travel
retail.
Translating to “the sky” in Spanish,
Patron El Cielo is an unaged, four-times
distilled silver tequila that is crafted in the
smallest copper port stills at the Patron
Hacienda distillery in the Jalisco Highlands
of Mexico.
The multi-layered distillation used
to create Patron El Cielo –and which the
company says is unheard of in the industry
– opens up the natural sweetness and
smoothness of the agave, with perfectly
balanced complexity to achieve a light super-premium and prestige categories, glass bottle (70cl) decorated with gold
tasting and radiantly smooth body. driven by the surge in elevated cocktail- designs inspired by the volcanic tahona
It took Master Distiller David making. The Tequila category is on fire stone used in the artisanal production
Rodriguez and his team over 150 tasting right now, with +9% CAGR predicted process, agave fields and natural light
sessions to perfect the final liquid. over the next three years. Our ambitions found within the homeland of Patron.
“This is the perfect moment to for Patron are huge and we will continue Tequila is the fastest growing spirits
release Patron El Cielo into Travel supercharging the category with category globally, expected to reach $26bn
Retail,” said Bacardi Global Travel innovations that make consumers fall in sales by 2027. Global Travel Retail is
Retail Global Head of Marketing, in love with our tequila portfolio. The the fastest growing tequila market, the
Ignacio Vazquez. “With the rebound in unique stand out in the prestige price 4th largest globally and, with the tequila
leisure travel, there’s a wonderful sense tier created by Patron El Cielo is a great landscape premiumizing, Bacardi sees a
of excitement amongst spirits shoppers example of how we intend to deliver tremendous opportunity for Patron Tequila
looking for new discoveries on their continued growth for our retail partners.” to further accelerate its explosive growth as
travels and innovation in their favorite The liquid is housed within an iconic the leading super premium tequila.

Bacardi buys Ilegal Mezcal

Bacardi Limited has announced that portfolio and bringing it into our business
it has completed the transaction of Ilegal sets the brand up for even greater growth
Mezcal which makes it the sole owner of as mezcal captivates more and more
the super premium artisanal mezcal. consumers.”
The transaction follows a successful Ilegal also prides itself on being a
relationship in which Bacardi partnered responsible and sustainable business. They
with Ilegal since 2015. work with fourth-generation maestros
The super-premium plus mezcal mezcaleros in Santiago Matatlán, Oaxaca,
category is growing at a fast pace and is Mexico. Ilegal Mezcal is double distilled
expected to grow at a CAGR of 16% over in small batches using 100% Espadin
the next five years according to IWSR. agave. Ilegal Mezcal is 100% natural and
Between now and 2027, the agave category uses no artificial colors, yeasts, flavors, or
– which includes both mezcal and tequila – additives. It is certified as artisanal mezcal
is expected to be the sixth largest category by the Consejo Regulador del Mezcal “We are excited about the next stage
globally, and it recently overtook American (CRM). of the journey. Success for Ilegal goes
Whiskey to become the second largest John Rexer created Ilegal in 2006, beyond seeing more of our bottles on
category (by value) in the U.S. At 86% after years of working with small distillers shelves; it’s about building our business the
of global market share, the United States in Oaxaca to make mezcal for his bar in right way. We will always be committed
dominates the super-premium mezcal Guatemala. He has worked closely with the to artisanal production, the Oaxacan
category. (Source: 2022 IWSR). distillers in Oaxaca to create sustainable community, and our core values. Being
Bacardi says it believes that Ilegal jobs, and to be a positive force in a part of Bacardi will bring Ilegal to a
“has the credentials to own and lead the protecting the environment and preserving larger audience while maintaining our
super-premium mezcal category at a global local culture. Rexer will continue to guide commitment to sustainability and growing
level. Ilegal perfectly complements our the vision of the brand. the business responsibly,” says Rexer.

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