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Bacardi's Patron Tequila Lot 221 - Product Launch

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Bacardi's Patron Tequila Lot 221

Bacardis Patron Tequila Lot 221

Bacardi's Patron Tequila Lot 221

Category - Spirits, Tequila, 40% abv

Available - From this month

Location - Exclusive to Global Travel Retail

Price - US$75 per 75cl bottle

Bacardi has anointed its purchase of Tequila brand Patron with the launch of a Travel Retail-exclusive expression. Patron Añejo Lot 221 is the first new Patron launch in GTR since Bacardi bought the distiller earlier this year. The expression is a blend of Tequilas that have been aged for more than a year in French, Hungarian and American oak barrels.

Bacardi said the launch will take advantage of Tequila's strong sales growth in Travel Retail, which last year was nearly 20%, according to IWSR figures.

"Patron 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," said Bacardi's GTR head, Mike Birch. "As a Travel Retail exclusive, Patron Añejo Lot 221 fits perfectly with our strategy to excite shoppers through new discoveries and genuine differentiation." 

The company unveiled the new product at the TFWA exhibition in Cannes this week.

Global Travel Retail in fine health, but online threat looms large - TFWA head - TFWA 2018


Sectors: Product launches, Spirits

Companies: Bacardi Ltd

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