Bacardi Global Travel Retail has been rolling-out of its latest innovation, Patrón Cristalino, at several key airports across the Americas, with Cancun International Airport as the flagship location.
Patrón Cristalino is also featured at the region’s key airport hubs, including Miami, Los Angeles, New York, Mexico City, Panama and Bogota.
At Cancun International Airport, an extensive omnichannel campaign includes prominent OOH advertising sites inside and outside the terminal building. Within the departures lounge, Patrón Cristalino is spotlighted at Experiencia Patrón Cancun, a permanent sampling and gift bar located adjacent to the Avolta store.
Geoff Biggs, Regional Director Americas, Bacardi Global Travel Retail remarks, “Tequila and Agave are two of the most vibrant and exhilarating categories, delivering remarkable growth potential in travel retail across the Americas and the Cristalino sub category is fast-emerging as a popular consumer choice and game-changer. We are therefore delighted to introduce our latest innovation, Patrón Cristalino, at key regional locations, including Cancun Airport, where we are investing to maximize the opportunity with the predominant American traveler base with an interactive experience to enhance the brand’s Mexican heritage and craftsmanship.
“Located center-stage in the departures lounge the Experiencia Patrón Cancun bar is right outside the Avolta store driving footfall, while creating a perfect showcase for Patrón Cristalino within the larger Patrón portfolio of premium and super-premium tequila options. From day one, Patrón Cristalino has performed exceptionally well and we have great optimism in its potential to drive category growth.”
Patrón Cristalino is a clear, smooth tequila that is made by filtering Patrón Añejo through wood charcoal. It is then aged in oak barrels for over 12 months and has notes of vanilla, caramel and oak. The tequila is crafted from the finest 100% Weber Blue Agave, hand-harvested and traditionally roasted in small brick ovens.
In the last two years, the Patrón has also created two significant prestige tequila releases; Patrón El Cielo and Patrón El Alto. Both are performing strongly across the Americas with performance boosted by recognition from the brand’s extensive domestic marketing profile in the U.S., says the company.
