Patrón Tequila: a perfect focus

With the launch of Patrón El Cielo and the Patrón Perfectionists 2024 under way, db learns how premium Tequila is establishing new routes to mentorship

Patrón Tequila, owned by Bacardi, is a brand that has not stood still this year and is no stranger to innovating within the agave category.

In addition to the official UK launch of Patrón El Cielo, a first-of-its-kind, fourtimes-distilled prestige silver Tequila, the business has also spearheaded the Patrón Perfectionists programme, designed to assist in developing the bar community in modules that will enhance its skillset and unlock further sales across the on-trade.

Patrón El Cielo, which can be bought for approximately £185, can be found at The Whisky Exchange, at Selfridges’ London, Manchester and Birmingham stores, and at Selfridges.com, as well as in premium bars across the UK, underlining the brand’s high-end appeal. The 40% ABV Tequila is made in the smallest copper pot still at Hacienda Patrón, which creates what the company calls “an incomparable taste with a bright, fresh and radiantly smooth finish”, along with an over-ice serve garnished with a slice of orange. As well as premiumising the category further, the new liquid is a result of more than 150 tasting sessions, and has been made from 100% Weber blue agave, water and yeast – crafted in small batches to ensure consistency and the quality for which the Patrón brand is known.

Mirroring this high calibre as its hallmark, the Patrón Perfectionists 2024 initiative has also pushed the brand to the forefront with a new education platform that will assist in evolving the entire Tequila category from bartender level.

Speaking to db, Lauren Mote, global director of on-trade excellence at Patrón Tequila, and leader of the Patrón Perfectionists programme, said: “There’s never been a more exciting time for Tequila in the global bar industry, so we have been supercharging our programme to respond to the needs and aspirations of a thriving and passionate bar community. With an engaging platform that encompasses applied learning on our liquid and category, recipe development, techniques and rituals, and Mexican culture, we encourage participants to learn and think outside the box.”

Fifteen countries are set to roll out the Patrón Perfectionists programme, with additional countries focusing on a range of local educational events.

Mote explained: “We are putting premium, hand-crafted Tequila and the authentic passion of Mexico at the heart of drinks culture, welcoming more bartenders to embrace this vision with us this year.”

Building on its longstanding commitment to inspire and nurture the hospitality industry, the Patrón Perfectionists programme has also, according to Mote, “further enriched its digital hub – Academia Patrón – providing an engaging educational ecosystem and access to mentoring sessions with the world’s leading on-trade personalities available all year long”.

Academia Patrón will also be running three blocks of educational modules until March 2024, with Paloma Perfecta being the first challenge in the entry stage of the competition for all global markets except the US, and the Tales Margarita Masters being the programme for the US.

In terms of moving things forwards for Tequila, this is only the beginning.