Commanding a Premium
Ultrapremium spirits are on a roll, says John McDonnell, COO of The Patrón Spirits Co. “We’re into a cocktail culture. Domestic beer is declining. The demographics are in our favor now. When people drink, it’s based on an occasion, and there is more of a repertoire of spirits to choose from now than years ago,” says McDonnell, a 24-year veteran of the spirits industry who ran the Florida market for Seagram.
The Patrón Spirits Co. is headquartered in Las Vegas, but McDonnell still lives and works in Florida when he’s not on the road introducing Patrón in new markets.
“People are demanding quality, and the ultrapremium spirits category is poised for growth,” McDonnell says.
Patrón is an ultrapremium brand, all-natural, all hand-made. The only machinery in the manufacturing process is used to put the liquid into the hand-blown, hand-numbered bottle. Patrón tequila is made from 100% blue agave from Mexico’s Jalisco region. Most mass-marketed tequilas contain half that amount.
Patrón sales were up 65.6% for the year ended in June.
“Women are falling in love with this drink. The tequila takes away the sweetness.”
How to Make It:
2 ounces of Patrón Silver
¾ ounce of Patrón Citronge orange liqueur
Splash of cranberry juice
Squeeze of lime
Lime wheel for garnish
You’ll need a pint glass, ice, a shaker and strainer and a martini glass. Combine all the ingredients into a pint glass filled with ice. Shake well and strain into a martini glass. Garnish with a lime wheel.