As Patron’s distribution grows, the ultra-premium tequila focuses on presentation and position

Patrón Spirits International is riding the popularity of tequila around the world as it enjoys double digit growth across its tequila portfolio.

The latest data from IWSR predicts that global volumes of tequila will grow by 7.1 million nine-liter cases over the next five years, with its largest gains in the U.S. market and additional growth forecast in domestic Mexico.

John Kilmartin, Vice President, Global Travel Retail at Patrón Spirits International, says Patrón is leading the way for the tequila category.

Cozumel Mexico DFASS“There is still tremendous growth opportunity within tequila in travel retail, and more to the point, specifically within the ultra-premium, 100% agave tequila segment where all of our products live. To fully exploit the opportunity that tequila presents, operators must take that leap of faith and allocate enhanced space and visibility to the category. This will happen quicker in some regions over others, but we are continuing to enjoy year-on-year double digit growth as the world’s leading ultra-premium tequila, and this is testament to the potential of the category, and how Patrón continues to lead and drive growth in the category.”

Patron had prime display space with DFASS in Cozumel (top) and with London Supply in Argentina

Patron had prime display space with DFASS in Cozumel (top) and with London Supply in Argentina

With Patrón now distributed throughout travel retail, the company is now adding special edition SKUs in the channel.

“Patrón is certainly now well-established and I’m pleased to say that we’re distributed globally across all the various global travel retail channels. Of course, certain regions and channels are performing better than others, so our strategy is to not just focus on distribution, but rather range, presentation, on-shelf position, etc., to ensure that all of our ultra-premium spirits are performing in line with our own expectations across all GTR,” says Kilmartin.

This year in Cannes Patrón will showcase its full offer of “Aged to Perfection” tequilas, including reposado and añejo tequilas in Patrón’s core, Roca and Barrel Select lines, Burdeos and Piedra in the Gran Patrón family, and the duty free exclusive Patrón Cask Collection Sherry Añejo tequila, aged entirely in Spanish Oloroso Sherry barrels. Also, the new “Patrón x Guillermo del Toro” and Patrón en Lalique : Serie 2, featuring aged spirits, are making their travel retail debut in Cannes.

Patron Sherry ShootThe “Patrón x Guillermo del Toro” collaboration, a partnership between Patrón and Mexican film director, designer and screenwriter Guillermo del Toro, is a blend of extra añejo Patrón tequila and an aged orange liqueur both created specifically for this release. The director grew up in Jalisco, Mexico, also the birthplace of Patrón.

Patrón en Lalique: Serie 2 is packaged in a crystal decanter inspired by Lalique’s signature Art Déco design and avant-garde vision. Only 299 handmade and individually numbered bottles have been created at Lalique’s glass factory in Wingen-sur-Moder, in Alsace, France. The limited edition bottle was then filled with a blend of extra añejo tequilas, aged in the barrel room at the Hacienda Patrón distillery in the Highlands of Jalisco, Mexico, for an average of more than seven years.

Tequila from three different types of barrels was selected to create this release.

“At Patrón, innovation has always been an important driver, and we’re extremely excited to showcase so many interesting and innovative ‘Aged to Perfection’ tequilas in Cannes this year,” says Kilmartin. “Aged spirits continue to generate incredible consumer interest in duty free and we’re very pleased to offer a wide range of aged tequila styles and tastes that arguably rival those of the world’s finest bourbons, scotches and cognacs.”

Patrón will continue to roll out to duty free operators the brand’s exclusive 1 liter size bottles and collectors’ tins for travel retail, including a new limited-edition 1 liter Patrón Silver tequila bottle featuring artwork inspired by Mexico’s tradition of vibrant ceramic and textile folk art, and packaged in a beautiful clear green gift bag.

“The Patrón collectors’ tins have generated quite excitement among consumers and our duty free partners, and so yes, we will continue to identify new designs and opportunities to extend this.”

Travel Markets Insider © 2018