Mixologists, bartenders, store owners and select consumers engaged in a presentation and exhibit format to appreciate that Patrón, while mass distributed, is entirely handmade.
The program positioned tequila alongside wine, champagne, scotch and vodka for its shared attributes of terroir, appellation, casking and lifestyle attributes.
Furthermore, guests appreciated how each stage of the Patrón process – growing, baking, distilling and bottling – is completed entirely by hand. Guests were able to see, touch and taste the range of ingredients, tools, materials and, above all, tequilas created by Patrón.
This program is conceived to reaffirm Patrón’s market leader position, not only in distribution, but also in brand value and overall quality among trade in each city.
From Austin, the Aficionados program continues to San Francisco and Los Angeles later this month.