Bacardi Global Travel Retail has introduced a new prestige tequila expression, Patrón El Cielo, into travel retail. The company said it forms part of its ambition to “super-charge the tequila category” in the channel. The drinks group is highlighting its latest big launch with a colourful makeover of The Moodie Davitt Report website this week.
With the prestige segment of tequilas forecast to double in size by 2025 (IWSR 2022), Bacardi Global Travel Retail said that this latest launch will engage consumers in new markets, with launches across IMEA, Europe, Asia Pacific and the more established tequila markets in the Americas.
Translating to “the sky” in Spanish, Patrón El Cielo (40% ABV) is a first for the brand as it uses an unaged, four-times distilled silver tequila.
The multi-layered distillation “opens up the natural sweetness and smoothness of the agave, with perfectly balanced complexity to achieve a light tasting and radiantly smooth body,” the company said.
It took Master Distiller David Rodriguez and his team over 150 tasting sessions to perfect the final liquid – with the packaging of Patrón El Cielo reflecting its luxury status. The liquid is housed within a 70cl glass bottle decorated with gold designs inspired by the volcanic tahona stone used in the artisanal production process, agave fields and natural light found within the homeland of Patrón.
“This is the perfect moment to release Patrón El Cielo into travel retail,” said Bacardi Global Travel Retail Global Head of Marketing Ignacio Vazquez. “With the rebound in leisure travel, there’s a wonderful sense of excitement amongst spirits shoppers looking for new discoveries on their travels and innovation in their favourite super-premium and prestige categories, driven by the surge in elevated cocktail-making.
“The Tequila category is on fire right now, with +9% CAGR (IWSR) predicted over the next three years. Our ambitions for Patrón are huge and we will continue supercharging the category with innovations that make consumers fall in love with our tequila portfolio. The unique stand out in the prestige price tier created by Patrón El Cielo is a great example of how we intend to deliver continued growth for our retail partners.”
Tequila is the fastest growing spirits category globally, expected to reach US$26 billion in sales by 2027 (IWSR). Global travel retail is the fastest growing tequila market and the fourth largest globally. With the tequila landscape premiumising, Bacardi said it “represents a tremendous opportunity for Patrón Tequila to further accelerate its explosive growth as the leading super-premium tequila.”
The brand’s suggested serve is Patrón El Cielo over ice with a slice of fresh orange. 
