Patron Tequila is able to take a spot on the highest shelf.
The corporate, on Monday, will debut Patron El Alto, a status new tequila expression that would be the firm’s first foray into the super-premium area.
“We’ve been daring innovators in terms of tequila,” D-J Hageman, Vice President of Advertising and marketing at Patron, tells Fortune. “That is us making an announcement once more.”
The brand new expression is produced from agave grown within the highest components of Jalisco, Mexico, which the corporate says yields the sweetest flavors. It combines Reposado, Añejo, and Additional Añejo tequilas aged in 11 sorts of barrels, leading to a posh drink that’s extremely clean with hints of vanilla, caramel and fruit.
It has been a four-year improvement course of for the corporate to launch El Alto, with over 300 tastings internally to make sure grasp distiller David Rodriguez and his staff acquired exactly the flavour they had been striving for. Regardless of that timeframe, portions of the tequila are restricted.
El Alto will promote for a instructed retail value of $179 and can initially solely be out there in New York, Miami, Las Vegas and Los Angeles. As you may count on with the value tag, this isn’t the tequila you need to seize when mixing a margarita. It’s greatest loved neat, although on the rocks is appropriate.
Tequila has been having a second over the previous few years. A report from CGA Technique, printed in September, discovered that individuals are more and more choosing the agave-based beverage over brown liquors. It’s, in reality, the one main spirit to indicate share progress this yr.
A giant a part of that’s coming from premium and super-premium choices (the categorization comes all the way down to the growing old course of and the usage of 100% blue agave within the creation of the beverage). The Distilled Spirits Council of the US says gross sales of luxurious spirits grew 43% within the final yr, with tequila and American whiskey main the cost. Tequila noticed a 75% annual progress price in that point.
“That is the top of what Patron thinks status tequila must be,” says Hageman.
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