![]() ![]() ![]() Patrón El Cielo, which debuted in April, is distilled four times, which the company says brings out additional sweetness and makes for a smoother drinking Tequila. To meet our fans where they’re at, Patrón recently launched Patrón El Alto and Patrón El Cielo-two first of their kind innovations for the brand and category.” “Over the last couple years, fans of Patrón have become accustomed to drinking super-premium Tequila while at home, and we’re now seeing that same interest as they go back into local bars and restaurants. “While the category continues to grow, the brand is seeing individuals gravitate towards high-quality aged and prestige Tequilas-whether they’re enjoying a drink at home or on a night out,” Hageman says. This year, volume in control states has slowed some, but Patrón’s vice president of marketing for North America, D-J Hageman, tells SND that momentum remains strong at the high end. Last year, the Bacardi-owned brand increased 8% to 2.93 million cases, ranking second to Jose Cuervo in the Tequila market overall. Meanwhile, amid a wave of new competition at the upscale tier of the Tequila market, luxury leader Patrón has also churned forward, having added 1 million cases to its total over the past five years on average annual growth of 9%. “We found that the expression’s approachable premiumization was highly appealing and was a largely untapped space in the industry,” says Lander Otegui, senior vice president of marketing at Proximo Spirits. Lately Proximo Spirits has seen strong gains for the 100%-agave Jose Cuervo Tradicional tier, which recently debuted a Cristalino extension ($35) as an entry-level premium offering to introduce young spirits drinkers to this emerging style of Tequila. This year, Jose Cuervo has shown ongoing volume progress in control states, as Tequila’s audience continues to grow. Last year, the brand topped the 5-million-case mark, capping a six-year period in which it has expanded by nearly 1.5 million cases despite increased competition in the category. by a margin of more than 2 million cases. Jose Cuervo remains the top-selling Tequila brand in the U.S. ![]() Top Tequila Players Jose Cuervo And Patrón Reach New Heights August 10, 2023Īfter taking a look at how Impact’s Tequila “Hot Brands” for 2022 have fared so far in the year-to-date in yesterday’s issue, today we’ll focus in on the two top-selling brands in the category, Jose Cuervo and Patrón, which combine for 8 million cases in the U.S. ![]()
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