Bacardi: Limited-run Añejo is Patrón’s first TR showing

By Luke Barras-hill |

PatronnewbottleBacardi Global Travel Retail (GTR) announced two important releases during the recent TFWA World Exhibition & Conference, including Patrón’s first product launch in global travel retail since its acquisition by Bacardi earlier this year.

Patrón Añejo Lot 221 (ABV 40%) is rolling out as a travel retail exclusive priced at US$80 (75cl), Bacardi GTR revealed during a press conference attended by TRBusiness.

Only a limited number of cases for Patrón Añejo Lot 221 have been bottled at the Hacienda Patrón distillery in Jalisco, Mexico.


Playing on aromas and flavours that emanate from the barrels during the ageing process, Lot 221 is described as a ‘unique blend of tequilas’ matured for more than one year in selected French, Hungarian and American oak barrels.

The result is a noticeably sweet tasting liquid, rich in vanilla, butter and cinnamon.

Mike Birch, Managing Director & Vice President – Global Travel Retail and Commercial Development says the firm plans to use its global strength to engage consumers with a brand that is considered one of the most respected luxury spirits in the world.

“In global travel retail, we are committed to building on what has made Patrón so unique,” he commented. “Tequila is growing fast in travel retail, with total category growth of 19.1% YoY (IWSR 2017) and Patrón has led growth of the category.

“Patrón has developed an especially strong presence across North American and Latin American markets and there is encouraging growth in parts of Europe and Asia Pacific.  As a travel retail exclusive, Patrón Añejo Lot 221 fits perfectly with our strategy to excite shoppers through new discoveries and genuine differentiation.”


Mike Birch, Managing Director & Vice President – Global Travel Retail and Commercial Development, Bacardi seen here addressing members of the press during TFWA Cannes earlier this month.

Small batch production and distillation of the brand includes sourcing the highest quality blue weber agave.

The heart of the agave plant (piñas) is harvested, hand chopped and baked in small brick ovens for more than three days before they are crushed under a two-ton volcanic stone tahona wheel, a method dating back hundreds of years.

Ageing takes place in handmade barrels and skilled glass artisans perfect the bottles with handwritten labelling.


During the press conference, Bacardi GTR also took the opportunity to announce the launch of its new premium sipping rum Bacardi Gran Reserva Diez 10YO (ABV 40%), which builds on the company’s acclaimed expertise and heritage in the segment.

The 75cl bottle retails at US$39.99 and is being introduced across Americas travel retail, including on cruise ships, in border stores and airports.

The fluid itself is aged, undisturbed for 10 years in American white oak barrels and shares a base with the company’s legendary Master Blender’s Reserve and boasts a ‘smoothness’ and ‘complexity’ to rival leading single malt Scotch whiskies.

On the palette, the liquid offers bright notes of stone fruits, banana and pear with caramelised vanilla and oak. It is best served either neat or on the rocks, according to Bacardi GTR.


Bacardi Gran Reserva Diez 10YO is primed to attract a new generation of rum drinkers into the premium sipping rum category.

Birch added: “Bacardi Gran Reserva Diez (10YO) demonstrates how we are rising to the challenge faced by the rum category to recruit a new generation of rum drinkers and establish a much stronger platform in the premium-plus price range.

“This launch provides the rum drinker with an enticing, exciting and intriguing premium rum experience and adds another stage in the category’s pricing ladder, encouraging further exploration of the Bacardi portfolio that offers a rum for every taste and every occasion.

“Spirits consumers across the world know and trust the unmatched expertise and quality of the Bacardi portfolio and we will engage and educate them in appreciating the extraordinary craftsmanship and heritage that makes our premium sipping rums a match for the most revered offerings in whisky and other brown spirits.”


In a bid to provide more accessibility and to capitalise on the premium conversation within rum circles, Bacardi GTR is focusing on age-statement bottlings.

Its portfolio matures in undisturbed barrels to enable each rum base to develop its own flavour profile, which Bacardi GTR says can be used to create an ‘almost infinite’ number of combinations to satisfy consumers’ tastes.

Quoting IWSR figures, Bacardi GTR says rum remains a spirit in which its majority volume sits squarely within the standard segment, with only 15% of worldwide value at the premium-plus level.

Interestingly, the research reveals consumer knowledge of rum lags behind that of brown spirits such as whisky – particularly when it comes to the ageing process.

Bacardi GTR adds that consumers’ increased understanding of the spirits segment tallies with an interest in the craft and heritage of brands, which in turn allows the firm to respond to demand in an authoritative manner.



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