Patrón Tequila is introducing at the TFWA World Exhibition a rare and extremely limited edition extra-aged tequila exclusive to duty free; Patrón Citrónge Mango Liqueur; and a virtual reality experience.
Patrón Extra Añejo 5 Años is produced from 100% Weber Blue Agave which is 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. But it was in the ageing room at the Hacienda Patrón distillery in Mexico where this very special spirit began to truly distinguish itself. The tequila was placed in combination of new American limousine oak medium toasted barrels, and used whiskey barrels, for five years. The result is a tequila notably light in colour for its ageing, yet exhibiting intense aroma and complex flavours that can only come from something so rare.
“Extra añejo tequilas are very difficult to create because tequila that has aged for too long in the barrel can take on too much wood taste and lose much of its natural agave flavour,” says Patrón master distiller Francisco Alcaraz. “But through the years of tasting different wood types, combined with placing barrels in different microclimates within our aging room, we have proudly created an extra añejo tequila with just the right balance of wood that complements and doesn’t overpower the tequila’s agave characteristics.”
Less than 500 cases of this limited-production spirit were produced, and it will only be available in global travel retail, on shelf starting in early 2016.
In addition to the debut of Patrón Extra Añejo 5 Años, the entire portfolio of ultra-premium Patrón tequilas and liqueurs will be featured at the Patrón stand (H36 Green Village) during the TFWA World Exhibition at Le Palais des Festivals Cannes, 19-23 October 2015. Also new in Cannes this year is Patrón Citrónge Mango liqueur, introduced this summer in domestic markets, and a striking new special edition collector’s tin package which celebrates the rich culture and heritage of Mexico, Patrón’s birthplace and home.
Also, guests at the Patrón stand in Cannes will be offered a personal invitation to take a unique and exciting virtual journey to the agave fields and Patrón distillery in Jalisco, Mexico. The ‘Art of Patrón’ virtual reality experience leverages innovative 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 firsthand the care and attention to detail that goes into every bottle.
“Travel retail has contributed greatly to our growth and success, and our commitment to this vital sales channel is stronger today than ever in our history,” says Dave Wilson, Patrón’s president and global COO. “Clearly we have no shortage of innovative new products and initiatives to showcase at this year’s TFWA World Exhibition, and we’re tremendously excited to share it all with our duty free partners and friends soon in Cannes.”
18 September 2015 - Felicity Murray The Drinks Report, editor