On Friday June 10, Patrón Spirits will open a five-metre Patrón and WDF-branded ice bar on the landside in an innovative sampling promotion featuring Patrón XO Cafe, Patrón Silver, Patrón Añejo and Pyrat rum all day, from 10am to 5pm.

The company says that anyone of legal drinking age will be invited to taste a sample of Patrón products and those traveling will also be given a voucher to be used at World Duty Free’s airside outlet. If they then purchase one bottle of Patrón tequila or Pyrat rum, the voucher will entitle them to £10 ($16.49) off any other product of £50 ($82.48) or more.

The company says that the programme results will be measured to determine penetration, and increased consumer spend, with both Patrón and World Duty Free co-funding the initiative.

INCREASING PENETRATION…
Commenting on the initiative, Mike Hill, Patrón Spirits VP for Europe, Africa, Middle East said: “Research indicates that only a small percentage of travellers purchase at duty free, and so clearly we all have a responsibility to help increase that penetration and promote the convenience and advantage of travel retail shopping. 

“This programme is an example of an effective and highly visible partnership between airport, retailer and supplier to create for the consumer a compelling reason to visit duty free.”

Adding her comments, Sue Gosling, Head of Digital Marketing at WDF said: “Patrón is a top-seller at our airport stores, and the company has also always been very actively engaged in working together with us and our airport partners to enhance the travel retail experience. 

“We very much appreciate partners like Patrón Spirits with whom we can work in such close collaboration, and are excited for this ‘first-of-its-kind’ promotion at Heathrow’s T5.”