The launch of PATRÓN EL ALTO, at Sydney International Airport; is a milestone for the PATRÓN brand in the Australian travel retail market.
This latest innovation from the world’s number one super premium tequila leads a five month showcase experience of the PATRÓN tequila range at Sydney International Airport Terminal 1 in partnership with Heinemann, running between October 2024-February 2025, reaffirming PATRÓN as the #1 leader in super-premium tequila in travel retail with 48% market share of the super-premium tequila category (IWSR 2023).
Passionately handcrafted from the finest 100% Weber Blue Agave grown in the highest parts of Jalisco, Mexico, yielding the sweetest agaves for an incredibly smooth taste, PATRÓN EL ALTO is an impressively rare and masterfully aged tequila.
PATRÓN EL ALTO is primarily crafted with Extra Añejo and blended with Añejo and Reposado tequilas each aged to their maximum potential, making this bold innovation the pinnacle of perfection. PATRÓN EL ALTO demonstrates over four years of craftsmanship, ingenuity and artistry. As a result of over 300 tastings, PATRÓN EL ALTO was masterfully combined with an exceptional selection of the best Reposado, Añejo, and Extra Añejo tequilas.
This exquisite and refined prestige tequila is naturally smooth and sweet with subtle notes of figs, honey, caramel, dried fruit and vanilla. The sweet, dried fruit notes of PATRÓN EL ALTO are a result of having been expertly aged in 11 types of barrels, mostly hybrid barrels of American oak body and French oak heads. Using 100% naturally perfect ingredients — agave, water and yeast — and crafted in small batches to ensure consistency and quality, PATRÓN EL ALTO achieves the brand’s one goal in mind: to create the finest tequila in the world.
Sydney is a strategically important airport location for PATRÓN tequila in the Asia Pacific region, reflecting the commitment from Bacardi Global Travel Retail to expand its powerful influence to ignite new tequila markets. Incorporating a blend of digital and physical elements, the 360 campaign engages the traveler pre-, during, and post-travel, peaking with the immersive pop-up experience.
For the first time in global travel retail, PATRÓN is also bringing to life ‘PATRÓN Find Your Perfect Tequila’, a new personalized digital experience launching at Sydney Airport, enabling travelers to explore the full extent of the PATRÓN tequila range. By scanning a QR code and answering a few questions on flavour preferences and intended drinking occasions, the digital selector guides the consumer to their perfect PATRÓN match, complete with cocktail recommendations.
Additional digital touchpoints reveal PATRÓN brand stories and its unique traditions and heritage. These are complemented by delicious sampling experiences expertly crafted by brand ambassador mixologists, all housed within a stunning showcase of core and prestige PATRÓN tequila offerings. The experience is completed with elevated gifting options.
The PATRÓN portfolio on display includes its core range: PATRÓN Silver, PATRÓN Reposado (aged 3-5 months), and PATRÓN Añejo (aged 12-15 months), alongside the prestigious offerings of PATRÓN EL CIELO and PATRÓN EL ALTO.
Sam Pickard, Regional Director AMEA, Bacardi Global Travel Retail enthuses, “We have huge ambitions for PATRÓN in the Australian Travel Retail market as exemplified by this investment at Sydney International Airport. The campaign is a powerful fusion of digital and physical interactions that inspire and empower consumers to discover the type of tequila that’s perfect for them through their exploration of the extensive PATRÓN portfolio. Coupled with the regional launch of PATRÓN EL ALTO, our latest prestige innovation, this epitomizes how PATRÓN brings excitement and growth to the tequila category, in partnership here with the world class retail skills of Heinemann.”
