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Patrón XO Cafe hits China
Patrón Spirits International has announced the roll-out of its XO Café brand into China.
The company has struck a deal with Shanghai-based Telford Wine & Spirits to distribute the 35% abv Tequila and coffee blend across the country from 1 March.
Telford will focus on distribution to the on-trade and top-end retail outlets in key cities throughout China.
John McDonnell, chief operating officer at Patrón Spirits International, said: “Patrón XO Cafe is perfectly poised for success in China. It’s a high-quality, sophisticated spirit unlike any other, entering a market that appreciates and values luxury ultra-premium products.
“With Telford’s demonstrated success with our brands in Hong Kong and Macau, we have tremendous confidence that China will also prove to become one of our strongest global markets.”
Vincent Fong, general manager of Telford Wine & Spirits (Shanghai) added: “It’s a challenging market, but full of opportunity for this world-class luxury brand.
“With its distinctive and unique taste, we’re sure Patrón XO Cafe will be easily accepted by Chinese consumers, and we expect a wonderful and successful cooperation with Patrón Spirits International.”