Our regular feature, brought to you in association with Duty Free Global from Ireland, celebrates memorable scenes, moments, launches and campaigns related to the global aviation and travel retail sphere.
AUSTRALIA. Today’s featured images come from Bacardi Global Travel Retail, showcasing Patrón El Alto at Sydney International Airport Terminal 1, in partnership with Heinemann.
Launched in October and running until February, the high-profile activation spotlights what the brand describes as “impressively rare and masterfully aged tequila”.
The latest addition to the Patrón portfolio reinforces the brand’s position in the ultra-premium segment within travel retail, where it holds a 48% share of the category, according to IWSR 2023.
Patrón El Alto is crafted from 100% Weber Blue Agave, hand-harvested in the highlands of Jalisco, Mexico, offering a distinctive smooth, sweet flavour. It combines Extra Añejo with Añejo and Reposado tequilas, each aged to their peak potential through four years of craftsmanship and 300 tastings.
The tequila is characterised by its signature flavour profile, featuring subtle notes of figs, honey, caramel, dried fruit and vanilla.
The tequila’s sweet, dried-fruit character is derived from ageing in 11 barrel types, mostly hybrid American and French oak. Crafted in small batches with natural ingredients, it aligns with the brand’s goal of producing the world’s finest tequila.
The pop-up launch underscores Bacardi’s commitment to extending its reach and tapping into new tequila markets. The 360 campaign integrates digital and physical touchpoints, engaging travellers throughout their journey, with the immersive retail space as the focal point.
The Sydney Airport pop-up is complemented by the ‘Patrón Find Your Perfect Tequila’ personalised digital experience, making its global travel retail debut.
By scanning a QR code and answering questions on flavour preferences and drinking occasions, the digital selector directs consumers to their ideal Patrón match, offering cocktail recommendations.
The experience includes digital touchpoints highlighting Patrón’s heritage, along with tastings by mixologists, a showcase of the brand’s core and prestige tequilas, and enhanced gifting options.
The pop-up features Patrón Silver, Reposado (aged 3-5 months), and Añejo (aged 12-15 months), alongside prestigious offerings El Cielo and El Alto.
Bacardi Global Travel Retail Regional Director AMEA Sam Pickard said: “We have huge ambitions for Patrón in the Australian travel retail market as exemplified by this investment at Sydney International Airport.
“The campaign is a powerful fusion of digital and physical interactions that inspire and empower consumers to discover the type of tequila that’s perfect for them through their exploration of the extensive Patrón portfolio.
“Coupled with the regional launch of Patrón El Alto, our latest prestige innovation, this epitomises how Patrón brings excitement and growth to the tequila category, in partnership here with the world-class retail skills of Heinemann.” ✈
