September 13 2023  |  Spirits & Tobacco

Bacardi aims for the skies with launch of super-premium PATRÓN EL CIELO

By Hibah Noor

PATRÓN EL CIELO builds on the pioneering spirt of PATRÓN Tequila by engaging consumers in new tequila markets in GTR, with current launches across IMEA, Europe, APAC and the more established tequila markets in the Americas

Bacardi Global Travel Retail’s ambition to super-charge the tequila category in travel retail (GTR) is accelerating with the launch of PATRÓN EL CIELO®, a new game-changing prestige silver tequila (40% ABV) from the world’s No. 1 selling super-premium tequila.

With the prestige segment of tequilas forecast to double in size by 2025 (IWSR 2022), PATRÓN EL CIELO builds on the pioneering spirt of PATRÓN Tequila by engaging consumers in new tequila markets in GTR, with current launches across IMEA, Europe, APAC and the more established tequila markets in the Americas.

Translating to “the sky” in Spanish, PATRÓN El CIELO epitomizes how PATRÓN Tequila is redefining category expectations by being the first to launch an unaged, four-times distilled silver tequila. Created with masterful craftsmanship in the smallest copper port stills at the PATRÓN Hacienda distillery in the Jalisco Highlands of Mexico, PATRÓN EL CIELO offers a point of difference to discerning silver tequila drinkers. With PATRON’s signature passion for perfection in every drop, the multi-layered distillation used to create PATRÓN El Cielo –and unheard of in the industry – opens up the natural sweetness and smoothness of the agave, with perfectly balanced complexity to achieve a light tasting and radiantly smooth body.

As befits a tequila made with such meticulous care – it took Master Distiller David Rodriguez and his team over 150 tasting sessions to perfect the final liquid – the packaging of PATRÓN EL CIELO is "suitably luxurious." The liquid is housed within a beautifully iconic glass bottle (70cl) 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 among spirits shoppers looking for new discoveries on their travels and innovation in their favorite super-premium and prestige categories, driven by the surge in elevated cocktail-making. The tequila category is on fire right now, with +9% CAGR 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. Global travel retail is the fastest growing tequila market, the fourth largest globally and, with the tequila landscape premiumizing, Bacardi sees a tremendous opportunity for PATRÓN Tequila to further accelerate its explosive growth as the leading super premium tequila.

The suggested hero serve is PATRÓN EL CIELO over ice with a slice of fresh orange.

A word on tasting notes: offering a light and fresh finish, PATRÓN EL CIELO features deliciously sweet agave flavors and complimentary citrus notes.

REGION International

Brand News

September 21 2023

Butlers Chocolates to launch bite-sized…

They will introduce a collection of 16 dessert-inspired chocolates and an assortment of mini chocolate bars

September 21 2023

​Go Travel to showcase expanded…

The travel accessories specialist is launching an expanded offer of electrical adapters and chargers

September 20 2023

Monarq and the GlenAllachie announce…

The agreement also covers the USA Duty Free channel

September 20 2023

​Travel Blue Group expands Our…

Over 140 products in the company's range are now sustainable

September 20 2023

​Belgian chocolate brand Guylian…

The company has launched Dark Praliné Seashells in honour of the milestone

September 18 2023

​Japanese beauty brand SENSAI returns…

The company will showcase a selection of new launches and best-sellers at the show

September 18 2023

​EssilorLuxottica and Lagardère…

The animation highlights the VE4452 model from Versace’s Special Projects Collection

September 18 2023

​Mondelez WTR's Toblerone 'Bag…

This activation marks Mondelez WTR’s first ever corporate social responsibility (CSR) campaign in Asia Pacific

September 18 2023

Mars Wrigley ITR to showcase next…

The company will also share more about the introduction of their 100% Responsibly Sourced Cocoa logo within ITR.

Copyright 2023 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap