Patrón’s IAADFS XO focus

By Doug Newhouse |

Patrón XO Cafe, made with Patrón Silver tequila, will have a special focus for the Patrón Spirits International company at this year’s 2011 IAADFS Duty Free Show of the Americas in Orlando, between March 20- 23.

The company says that the brand achieved triple-digit percentage growth in travel retail sales last year and has quickly become the fastest- growing spirit in the Patrón Spirits portfolio of ultra- premium tequilas, liqueurs, vodka, and rums.

“The success and excitement surrounding Patrón XO Cafe has definitely energized the coffee liqueur category in travel retail,” says Patrón Spirits International COO John McDonnell. 

“Patrón XO Cafe is now our third- largest selling Patrón product in the duty free channel, behind Patrón Silver and Patrón Añejo, and based on the trends we’re seeing, we predict this product will become our second-largest duty free offering in 2011.”

Patrón Spirits International posted a 53.4% increase in total travel retail sales in 2010, and the company’s total international business was up 59%. Patrón XO Cafe is said to have been a significant driver of much of that growth.

In addition to its availability in airport, cruise line and border stores, Patrón earlier this year also finalized an agreement with Tourvest Duty Free to list Patrón XO Cafe for the first time for onboard duty free sales, on South African Airways and Kenya Airways.

In a statement, the company said: “Influencing much of this success has been the increasing global acceptance and preference for Patrón tequilas. As consumers come to know and appreciate Patrón tequila, they’re finding their way also to Patrón XO Cafe. And for some consumers, this product has also proven an effective entry point for giving ultra-premium tequila a try.”

The brand is distilled at 70 proof, Patrón XO Cafe is a blend of Patrón Silver tequila and coffee and the Patrón company says that because it is tequila‑based, the taste is dry and not sweet as with most low- proof coffee liqueurs. 

“Consumers across the globe have discovered the unique taste, versatility, and high-quality of our ultra- premium luxury spirits, and that’s reinforced by the growing number of duty free retailers – on the ground and in the sky – that have found success in offering our products to their customers,” added McDonnell.

Currently, Patrón products are available in 125 airports worldwide, and almost 700 total duty free outlets.

Patrón Spirits International will showcase its full portfolio of ultra-premium spirits at this month’s show (Booth 531), including Patrón tequilas and liqueurs, Pyrat rums, and Ultimat vodka.



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