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Gran Patrón | Patrón Añejo |
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Patrón Reposado | Patrón Silver |
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Patrón XO Café | Patrón Citronge |
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Pyrat Cask | Pyrat XO Reserve |
INTERNATIONAL. The Patrón Spirits Company is targeting Europe as the latest stage of a big push behind its travel retail business.
Founded in 1989 by John Paul DeJoria and Martin Crowley, Patrón is best-known for creating what it claims to be the world’s first ultra-premium Tequila, also under the Patrón name. The brand was named Impact magazine’s Hot Brand of the Year in 2004.
The company, headquartered in Las Vegas, Nevada, exhibited at TFWA Asia Pacific in Singapore in May as part of a concerted travel retail expansion.
This year it appointed long-time Seagram duty free executive Mike Hill as Vice President Europe, Africa and the Middle East to advance the brand’s push in European markets, including duty free and travel retail channels.
Hill told The Moodie Report: “Patron is an exciting opportunity for duty free; the brand is doing tremendously well in the US and will exceed 1 million cases this year. Its price positioning allows duty free retailers to drive up the consumer spend in what is a low-priced category and to add interest to the liquor category in general.”
The company offers a number of different lines under the Patrón label:
Gran Patrón: Described as “the world’s finest platinum tequila”. Triple distilled then aged.
Patrón Añejo: A delicate blend of tequilas aged in small white oak barrels for a minimum of 12 months. The blends are adjusted for each vintage making it “smooth, distinctive and extraordinary”.
Patrón Reposado: Aged in oak barrels for an average of six months and blended to incorporate the fresh clean taste of Patrón Silver with a hint of the oak flavour found in Patrón Añejo. Designed as a sipping tequila or as a key cocktail ingredient. It is said to make an excellent ultra-premium Margarita.
Patrón Silver: Crystal clear, pure ultra-premium tequila. Smooth, soft and light. Excellent ingredient in a Margarita or other cocktails and also designed to be sipped neat or on the rocks.
Patrón XO Café: A blend of ultra premium tequila and the natural essence of coffee. The taste is dry, not sweet as with most low-proof coffee liqueurs. The higher proof brings out the flavour of the pure coffee essence and the ultra premium tequila. Excellent for sipping as well as a premium ingredient in a cocktail or as a delicious dessert topping.
Patrón Citronge: A premium reserve orange liqueur, Citrónge can be consumed straight or in a cocktail. Also used in gourmet cooking recipes. Citrónge and Patrón tequila combined make an excellent Margarita.
Pyrat Cask: An ultra-premium aged, limited-production rum
Pyrat XO Reserve: A blend of 15yo Caribbean rums. The smooth taste and flavour is complemented by the rich amber colour. Excellent over ice with a twist of lemon or as an ingredient in a premium rum drink.
During TFWA World Exhibition in Cannes the company is hosting a cocktail party on 24 October at Morrison’s Lounge in Rue Teisseire from 18.30 to 20.30.
For details contact Mike Hill at mhill@patronspirits.com
