“Largest brand activation undertaken since Patrón Tequila joined the Bacardi portfolio in 2018”
Bacardi Global Travel Retail has launched a Patrón Tequila tasting bar at Cancun International Airport designed to create a “home away from home” experience reminiscent of Hacienda Patrón in Jalisco, Mexico.
In May 2019, its first full month of operation, the Patrón Tequila bar showed strong growth across several key Patrón Tequila lines, reports the company.
The activation is strategically located on the main concourse of Terminal 3 immediately outside the Dufry store and guests are welcomed to the bar by a professional Patrón Tequila mixologist and a team of retail ambassadors. The tasting experience is centered around crafting the perfect cocktail.
The bar is wholly focused on sampling and encouraging sales in the adjacent Dufry store.
It is a blend of classic and modern; the clean white-walled, arched structure of the bar topped with ironworks echoes the 18th-century Spanish Colonial style of the brand’s home.
Digital screens show imagery of the traditional, handcrafted Patrón Tequila production process while the wooden flooring and the carved bar, with a hand-hewn copper top, celebrate the interior style of Patrón Hacienda.
Geoff Biggs, Regional Director Americas, Bacardi Global Travel Retail, outlines the strategy behind the new bar:
“The Patrón Tequila Bar at Cancun International Airport is the largest brand activation undertaken since Patrón Tequila joined the Bacardi portfolio in 2018.
“This five-year contract is a powerful demonstration of our long-term strategic commitment to highlight and accelerate the global iconic status of Patrón Tequila and to drive growth for the brand, the category and our partners.”
“Bacardi is wholly committed to the delivery of experiences that engage, excite and convince the shopper,” he continues.
“A key element of the bar at Cancun is to increase consumer understanding of the unique quality and craftsmanship behind the Patrón Tequila portfolio and show case the versatility of the brand, inspiring consumers with new ways to enjoy craft cocktails. We also support that strategy through our ongoing commitment to creating travel retail exclusives, such as Patrón Añejo Lot 221, launched in October 2018.”
“The depth of partnership between Bacardi, Dufry and ASUR and the length of our mutual commitment is a powerful statement of confidence in Patrón Tequila as the category leader and in our shared ability to drive unique experiences for the shopper that deliver category growth.”
Among the new featured products in-store at Dufry in Cancun is the new limited-edition Silver Patrón gift tin, featuring a vibrant design that celebrates the Mexican heritage and home of Patrón, RRSP US$ 50 (1 liter).