Ultra-premium tequila brand Patrón Spirits, has launched a special edition 1-litre Patrón Silver tequila bottle, new for duty free, as the 2016 IAADFS Duty Free Show of the Americas gets underway today in Orlando.

 

Patrón Spirits had previously announced that starting this year, that 750ml and 700ml core Patrón tequila and liqueur bottles will be discontinued in global travel retail, and instead will only be available in 1-litre size bottles.

 

To help generate awareness and excitement about the new larger size bottle, Patrón is also introducing a limited-edition 1-litre bottle in travel retail, which will be presented at the Patrón stand at the show.

 

“This exclusive collectors’ edition bottle is adorned with an intricate design of the iconic Patrón tequila bee, rendered in pure pewter and hand applied,” says Patrón.

 

The bottle is then finished with a distinctive glass stopper.

 

TRAVEL RETAIL EXCLUSIVE SIZE

“Only in duty free will people find our core line of Patrón tequilas and liqueurs in 1-litre size bottles, and we’re enthusiastic to begin that transition from our standard domestic 750ml and 700ml bottles,” said John Kilmartin, VP, Global Travel Retail at Patrón Spirits International.

 

“This special edition, extremely eye-catching bottle – which marks the first time that we’ve so strikingly reimagined our Patrón label – is the perfect way to introduce and excite travel retail customers about the new larger size Patrón bottle that they’ll now find when shopping for our tequilas and liqueurs in duty free.”

 

The change to 1-litre applies to all three Patrón tequilas (Patrón Silver, Patrón Reposado, and Patrón Añejo), and all three Patrón XO Cafe liqueurs (Patrón XO Cafe, Patrón XO Cafe Dark Cocoa, and Patrón XO Cafe Incendio.)

 

The Patrón Citrónge line of liqueurs will also continue to be available in 1-litre size bottles.

 

RARE AND LIMITED WITH DFS CHANGI

The new 1-litre bottles will be showcased at the Patrón stand at the 2016 IAADFS Duty Free Show of the Americas in Orlando (April 3-6), along with another duty free exclusive – Patrón Extra Añejo 5 Años.

 

“This rare and extremely limited edition extra añejo tequila (less than 500 cases of this exceptional limited-production spirit were produced) is available only for sale in global duty free,” adds Patrón.

 

Patrón Extra Añejo 5 Años starts with ‘the finest’ 100% Weber Blue Agave from the harvest, which is then baked in brick ovens for about three days.

 

The agave is then crushed, fermented and distilled using the time honoured ‘tahona’ process, together with the more modern roller mill method. [Last year TRBusiness was fortunate to witness this process first-hand in Guadalajara, Mexico this time last year.]

 

As previously reported, Patrón’s Extra Añejo 5 Años was launched with DFS Group at Changi Airport recently; and is available in all terminals.

 

ARTISANAL TEQUILAS

In addition to the Orlando debut of the new 1-litre bottle, and Patrón Extra Añejo 5 Años, the brand is also highlighting its growing line of collector’s tin packages, celebrating key markets and occasions such as Chinese New Year.

 

Patrón also continues to focus attention on the new Roca Patrón line of artisanal tequilas, which have gained tremendous traction in global duty free. The entire portfolio of ultra-premium Patrón tequilas and liqueurs are featured at the Patrón stand (Booth 531) during the annual Duty Free Show of the Americas at the Orlando World Center Marriott.

 

Also, guests at the Patrón stand in Orlando will be offered a personal invitation to take a unique virtual journey to the agave fields and Patrón distillery in Jalisco, Mexico.

 

“The ‘Art of Patrón Virtual Reality Experience’ leverages Oculus technology to transport people on a next-best-thing-to-real 360-degree sensorial immersion through the sights and sounds of the Patrón production process, witnessing first-hand the care and attention to detail that goes into every bottle,” says Patrón.