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Patrón XO Cafe liqueur was a significant driver of much of Patrón Spirits International’s travel retail growth in 2010 |
US. Patrón XO Cafe, the ultra-premium coffee liqueur from Patrón Spirits International that achieved triple-digit percentage growth in travel retail sales last year, is now available for the first time for onboard duty free purchase.
Tourvest Duty Free is to list Patrón XO Cafe onboard South African Airways, starting late February, and Kenya Airways, from April 1.
Also, from February 1, Patrón Silver tequila will now be listed for duty free sales on Swiss International Air Lines, where it is already served inflight in the first class cabin.
In addition to these recent agreements, Patrón tequilas are also available for purchase during international flights on American Airlines, USAirways, British Airways, Virgin Atlantic, Air Canada, Air Transat, CanJet, Philippine Airlines, Hong Kong Airlines, Hong Kong Express, Air Macau, and Air Niugini.
“Consumers across the globe have discovered the unique taste, versatility, and high quality of our ultra‑premium luxury spirits, and that’s reinforced by the growing number of duty free retailers – on the ground and in the sky – that have found success in offering our products to their customers,” said Patrón Spirits International COO John McDonnell.
Patrón Spirits International posted a +53.4% increase in total travel retail sales in 2010, and the company’s total international business was up +59%. Patrón XO Cafe was a significant driver of much of that growth.
“Patrón XO Cafe is one of the fastest-growing products in our portfolio, domestic and duty free. It’s now the third‑largest selling Patrón product in the duty free channel (behind Patrón Silver and Patrón Añejo),” added McDonnell. “Based on the trends we’re seeing, we predict this product will become our second-largest duty free offering in 2011.”
Influencing much of this success has been the increasing global acceptance and preference for Patrón tequilas, the company said. And for some consumers, this product has also proven an entry point for ultra‑premium tequila.
“In the South African domestic market particularly, sales of Patrón XO Cafe have far exceeded our estimates, and we’re excited now for the opportunity to offer this exceptional product to travellers on South African and Kenya Airways,” said McDonnell.
Distilled at 70 proof, Patrón XO Cafe is a blend of Patrón Silver tequila and coffee. Because it is tequila‑based, the taste is dry, not sweet as with most low‑proof coffee liqueurs, according to the brand owner.
The dark brown spirit has an aroma and taste of fresh coffee balanced with vanilla notes. The spirit can be used in cocktails, such as the Espresso Martini, served on its own over ice, or used as a topping for desserts.
Patrón products are available in 125 airports worldwide, and almost 700 duty free outlets.
In other brand news, the City of Boston in Massachusetts, in partnership with Patrόn Spirits, initiated a month-long “Underage Drinking Prevention” campaign in January to remind people not to serve or provide alcohol to minors. The initiative included advertising materials and messages from the US-wide “We Don’t Serve Teens” campaign.
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