MEXICO. Bacardi Global Travel Retail has unveiled a homage to one of Mexico’s most-loved exports by introducing a Patrón Tequila tasting bar at Cancún International Airport.
The bar, which is the centrepiece of a five-year collaboration between Bacardi, Dufry and the airport’s operator ASUR, opened outside Dufry’s store on the main concourse of Terminal 3 at the airport.
Bacardi said the tasting bar is orientated around Patrón-based cocktails, such as the Patrón Perfect Paloma, the Patrón Jalisco Mule and the Patrón & Tonic. The spirits company added that it was looking to enhance the status of Patrón as a cocktail ingredient to enhance its global status and success in travel retail.
Meanwhile, the design of the bar features a clean white-walled, arched structure topped with ironworks, wooden flooring and a copper-topped bar, while digital screens share imagery of the tequila brand.
In the first half of 2018, Bacardi acquired Patrón in a landmark US$5.1bn deal. The new tasting bar in Cancún Airport represents Bacardi’s largest statement of confidence in Patrón’s travel retail capability since acquiring the tequila brand.
Bacardi Global Travel Retail Americas Regional Director Geoff Biggs said: “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. 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 showcase 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.”
Further aspects of the partnership between Bacardi, Dufry and ASUR include the introduction of a limited-edition Silver Patrón gift tin in the retailer’s store, retailing at US$50 for a 1-litre bottle.
