John McDonnell: the patron of Patron

The Patrón Spirits Company is a perfect example of how to not only weather a recession, but come out of it stronger than ever, according to chief operating officer John McDonnell.

Demonstrating a combination of a good business head and a clear understanding of how to target consumers, McDonnell has pushed the first US premium Tequila brand to ever-increasing heights.

After joining the company in 2005, he increased sales from 340,000 cases to 1.74 million in 2009 – an increase of over 500% in just four years.

McDonnell says the brand’s success is due in part to keeping an ear to the ground in terms of keeping track of consumer trends – something Patrón has proven it can do through its Patrón Social Club.

The company is also committed to ensuring it does nothing to harm the image of the brand, such as implementing discounting if sales start to slip.

“You should never do anything which would potentially compromise your brand equity, even if it may provide short term success,” said McDonnell.

McDonnell will reveal the secrets of Patrón’s success at the drinks business Annual Conference on Monday 28 February in London.

For further details go to www.dbconference.co.uk

db, 21.02.2011