Patrón Spirits is to launch an artisanal, small-batch line of tequilas under the Roca Patrón name at TFWA World Exhibition at Cannes in October. It’s the first in a series of new products that the company will unveil as part of a new phase of its innovation drive, Patrón Spirits President – International & Global Chief Operating Officer Dave Wilson told The Moodie Report.
Travel retail is the only international market where Roca Patrón will be available this year and the TFWA World Exhibition marks the first time the brand has been showcased outside the US domestic market (where it was first introduced earlier this summer).
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Roca Patrón: A new range exclusive to travel retail outside US domestic |
Wilson told The Moodie Report that the new line would become part of the wider permanent Patrón offer in travel retail.
He said: “Roca Patrón is produced in smaller batches than our core line of Patrón tequilas, but it’s not a limited edition. This line of tequilas will become a part of our overall portfolio, as mid-tier between our core line and our Gran Patrón line. It’s not on allocation and we haven’t yet presented it to our duty free partners. We’ll do that in Cannes and we will make it available to any duty free retailers who choose to list it.”
Roca Patrón is the company’s first line of tequilas produced entirely from the labour-intensive, centuries-old tahona process. It is made from 100% Weber blue agave, and each tequila in the new family – Roca Patrón Silver, Roca Patrón Reposado and Roca Patrón Añejo – is handcrafted at a specific proof, higher than the core line of Patrón tequilas, said the company, to “create the perfect balance of flavours”.
That labour-intensive, time-consuming process will mean the new line will be priced above the core line of Patrón tequilas, Wilson confirmed. But, he added, “they will fall lower in price than our Gran Patrón offerings”.
The Roca Patrón production process (rarely practised today, said the company) starts with a tahona, a giant two-ton stone wheel hand-carved from volcanic rock (roca) that slowly crushes the cooked agave and releases the agave juice. From here, both the juice and the agave fibre are placed together into wooden fermentation vats for 72 hours, and then distilled in small capacity, handmade copper pot stills. Because of its intensive nature, it is believed that only a handful of the more than 150 working tequila distilleries in Mexico still use the tahona process.
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“Roca Patrón represents our continued commitment to producing top-quality, highly crafted and innovative luxury spirits.“ |
Dave Wilson President – International & Chief Operating Officer Patrón Spirits |
“What sets this process apart from other more automated methods of producing tequila is that in the tahona process, we introduce the agave fibres – not just the agave juice – into fermentation and distillation,” said Patrón’s Master Distiller Francisco Alcaraz.
“Patrón is one of only a small number of distilleries in Mexico that still uses this traditional tahona process. It’s very time consuming and expensive to create tequila in this way, but it’s well worth the effort, as the tahona method creates an incredible and distinctively complex tequila, characterised by its earthy and vegetal aromas and flavour.”
Roca Patrón is the company’s first line of tequilas crafted exclusively from the tahona process, but every tequila in the Patrón portfolio has included some tahona tequila in the blend. The core line of Patrón tequilas, and Gran Patrón Platinum and Gran Patrón Burdeos, are created from a combination of tahona tequila and tequilas produced from the more modern roller mill process. Patrón has also recently introduced a tahona-only extra añejo, Gran Patrón Piedra.
“From the beginning, we set out to create the highest quality, most exceptional, ultra-premium tequila possible using traditional and time-honoured distillation techniques,” said Wilson. “Because the tahona process has always been an integral part of our recipe, we now have the proud opportunity to introduce a tahona-only line of artisanal tequilas, a spirit that only a brand like Patrón can perfect. Knowledge and appreciation for fine tequila has quickly grown and evolved, especially among duty free consumers, and Roca Patrón represents our continued commitment to producing top-quality, highly crafted and innovative luxury spirits that people around the world are seeking.”
The aged variants are rested in single-use American bourbon barrels – Roca Patrón Reposado for about five months, Roca Patrón Añejo for about 14 months; this differs from the core Patrón line, which are aged in a blend of new and used oak barrels.
The Roca Patrón packaging was designed to evoke the “rustic characteristics” of the spirit. Bottles have the same design language as the other Patrón tequilas, with features including a distinctive medallion bearing Patrón’s iconic bee, and a colour-coordinated, hand tied and finished rope.
Wilson further explained the thinking behind an exclusive to duty free launch of the line (outside US domestic). He told The Moodie Report: “We decided on this approach because we know that travel retail consumers will appreciate and understand this spirit. These are consumers who have sophisticated palates and are seeking more complex and robust spirits, and [are excited] at finding new and different luxury products. Years ago when we first began to expand our portfolio internationally, travel retail was our first focus, and that strategy proved very successful. Now with Roca Patrón, we have an opportunity to again redefine the tequila category, and without question, travel retail is the ideal channel to approach first.”
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The Patrón Spirits tequila range grew by double digits in sales in 2013; the company has embarked on a fresh innovation drive to maintain that progress |
It will also be supported by a strong programme of in-store activity, he added. “For all of our Patrón tequilas and liqueurs, sales staff education is crucial, so that they understand – and can inform their customers – about the sophistication and versatility of our spirits,” said Wilson. “With Roca Patrón there’s an even greater need to communicate what makes these tequilas different from our others. Of course we’ll also work closely with our duty free partners to organise sampling opportunities.”
Speaking to The Moodie Report in an interview at the IAADFS show in Orlando, Wilson said that the company had a strong pipeline of new innovation planned for 2014 and 2015. This new launch, he added this week, is just the beginning.
“Innovation continues to be an important focus for us, and Roca Patrón represents simply the first of many new products that are on the horizon. We’re also readying an exciting new flavour extension to our popular Patrón XO Cafe line, and we’re exploring several other new products as well, from uniquely aged tequilas to interesting and innovative new blends. It’s a busy time at Patrón Spirits, and our immensely talented team in Mexico has only just begun to scratch the surface of what’s possible.”
Roca Patrón, along with the company’s portfolio of luxury spirits (Patrón tequilas and liqueurs, Ultimat vodka and Pyrat rum) will be showcased at the Patrón Spirits stand during the 2014 TFWA World Exhibition from 27-31 October.
