Patrón El Alto launches at experiential Heathrow pop-up
The innovative EXPERIENCIA PATRÓN installation merges modern design with Mexican heritage at the heart of Heathrow Terminal 5
Bacardi Global Travel Retail has unveiled a new pop-up activation for PATRÓN® tequila at London Heathrow Airport Terminal 5, featuring the European travel retail launch of PATRÓN EL ALTO. The activation runs from November 2024 to January 2025 at Europe’s busiest airport, highlighting Bacardi’s focus on expanding the prestige tequila category.
PATRÓN EL ALTO brings artisanal craftsmanship and aged perfection to Heathrow's luxury spirits portfolio
PATRÓN EL ALTO, handcrafted from 100% Weber Blue Agave grown in Jalisco’s highest regions, represents a masterful blend of Extra Añejo, Añejo and Reposado tequilas. The creation process involved over 300 tastings and more than four years of craftsmanship. The tequila is aged in 11 barrel types, primarily hybrid barrels combining American oak bodies with French oak heads, resulting in a naturally smooth and sweet profile with notes of figs, honey, caramel, dried fruit and vanilla.
Bespoke golden inscriptions transform each London Limited Edition bottle into a unique collector's piece
The EXPERIENCIA PATRÓN pop-up features both digital and physical elements, engaging travelers throughout their journey. The activation space, designed to resemble an agave piña, offers interactive experiences showcasing PATRÓN’s heritage and craftsmanship. Visitors can sample the core portfolio and PATRÓN EL ALTO neat, while brand ambassador mixologists prepare classic cocktails including the PATRÓN Margarita, PATRÓN Paloma and PATRÓN Añejo neat.
Marketing Director Darragh Ryan drives innovative retail experiences for PATRÓN tequila
A new digital tool, “PATRÓN Find Your Perfect Tequila,” helps customers discover their ideal PATRÓN match through a six-question assessment of flavor preferences and drinking occasions. The display features PATRÓN Silver, PATRÓN Reposado (aged 3-5 months), PATRÓN Añejo (aged 12-15 months), along with premium offerings PATRÓN EL CIELO and PATRÓN EL ALTO.
Regional Director Europe Charlotte Rann is passionate about premium tequila growth opportunities in travel retail
The festive season is celebrated with special gifting options, including a celebratory wrap for prestige products and a blue leather bee-shaped bottle neck tag gift with PATRÓN EL ALTO purchases. A PATRÓN Limited Edition for London, available with PATRÓN Reposado and PATRÓN Añejo purchases, offers personalized gold-colored ink messages.
A master mixologist demonstrates PATRÓN signature serves at the Terminal 5 luxury boutique installation
Darragh Ryan, Marketing Director at Bacardi Global Travel Retail, emphasized the campaign’s focus on engaging and educational interactions, while Charlotte Rann, Regional Director Europe, highlighted the growth potential in the travel retail tequila category, where PATRÓN holds 48% market share in the super-premium segment (IWSR 2023).
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