The Patrón Tequila tasting bar is located  on the main Terminal 3 concourse at Cancun International Airport.

Bacardi Global Travel Retail has set about delivering a flavour of its Mexican home to consumers with the launch of a Patrón Tequila tasting bar at Cancun International Airport.

The bar is the focal point of a five-year collaboration between Bacardi Global Travel Retail, ASUR Cancun Airport Authority and Dufry. The bar showed strong performance across key Patrón Tequila lines during its first full month of operation in May 2019.

Strategically located on the main Terminal 3 concourse, immediately outside the Dufry store, guests are welcomed by a professional Patrón tequila mixologist and team of retail ambassadors.

ATTENTION TO DETAIL

The design of the bar provides guests with an insight into Hacienda Patrón, the home of the brand in the Highlands (Los Altos) of Jalisco, where the tequila is crafted inside and out.

A blend of classic and modern, the clean white-walled airport bar has an arched structure complete with ironworks echoing the 18th century Spanish Colonial style of the brand’s home.

Digital screens share imagery of the traditional, handcrafted Patrón Tequila production process while the wooden flooring and carved bar, with a hand-hewn copper top, celebrate the luxurious interior style of Patrón Hacienda.

Geoff Biggs, Regional Director Americas, Bacardi Global Travel Retail, outlined the strategy behind the new bar: “The Patrón Tequila bar at Cancun International Airport is the largest brand activation undertaken since Patrón Tequila joined the Bacardi portfolio in 2018.

The aim of the bar is to increase consumer understanding of the craftsmanship behind the Patrón Tequila portfolio.

“This five-year contract is a powerful demonstration of our long-term strategic commitment to highlight and accelerate the global iconic status of Patrón Tequila and to drive growth for the brand, the category and our partners.

“Bacardi is wholly committed to the delivery of experiences that engage, excite and convince the shopper.  A key element of the bar at Cancun is to increase consumer understanding of the unique quality and craftsmanship behind the Patrón Tequila portfolio and showcase the versatility of the brand, inspiring consumers with new ways to enjoy craft cocktails.

“We also support that strategy through our ongoing commitment to creating travel retail exclusives, such as Patrón Añejo Lot 221, launched in October 2018.”

STRONG PARTNERSHIPS

He concluded: “The depth of partnership between Bacardi, Dufry and ASUR and the length of our mutual commitment is a powerful statement of confidence in Patrón Tequila as the category leader and in our shared ability to drive unique experiences for the shopper that deliver category growth.”

The bar is wholly focused on sampling, engages consumers with Patrón Tequila and encourages sales in the adjacent Dufry store, which stocks various new feature products. These include the new limited-edition Silver Patrón gift-tin, featuring a design that celebrates the Mexican heritage and home of Patrón (Recommended Retail Price: $50 for one litre).

Last year, Patrón Tequila grew +14.5% in GTR, significantly outperforming the category, which finished 2018 with growth of 3.5% (IWSR Value 2018 versus 2017).

Bacardi believes this growth and ‘global iconic’ status of the brand represents an excellent opportunity for continued success in GTR.

The adjacent Dufry store stocks various new feature products include the new limited-edition Silver Patrón gift-tin.