Bacardi Global Travel Retail has introduced a new (40% ABV) prestige silver tequila expression, Patrón El Cielo, into global travel retail. The launch aligns with the company’s ambition to “super-charge” the tequila category in the channel.
According to IWSR, the prestige tequila segment is forecast to double in size by 2025. The introduction of Patrón El Cielo aims to engage consumers in new tequila markets across IMEA, Europe and Asia Pacific, alongside the more established tequila markets in the Americas.
Translating to “the sky” in Spanish, Patrón El Cielo is the brand’s first unaged, four-times distilled silver tequila. It was crafted in the smallest copper port stills at the Patrón Hacienda distillery in the Jalisco Highlands of Mexico.
Demand grows for super-premium tequila
The multi-layered distillation process opens up the natural sweetness and smoothness of the agave, according to the company. The result is perfectly balanced complexity, a light tasting and radiantly smooth body.
It took Master Distiller David Rodriguez and his team over 150 tasting sessions to perfect the final liquid, which is presented in luxury packaging. The 70cl glass bottle is decorated with gold designs inspired by the volcanic tahona stone used in the artisanal production process, the agave fields and the natural light found within the homeland of Patrón.
“This is the perfect moment to release Patrón El Cielo into travel retail,” noted 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.”
Vazquez concluded: “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, the fourth largest globally and, with the tequila landscape premiumising, Bacardi confirmed it sees a tremendous opportunity for Patrón tequila to further accelerate its explosive growth as the leading super premium tequila.