Patrón Cristalino arrives in Americas travel retail with omnichannel campaign at Cancun Airport

MEXICO. Bacardi Global Travel Retail has unveiled its prestige tequila expression, Patrón Cristalino, in Americas travel retail.

The launch is supported by a high-profile campaign in partnership with Avolta at Cancun International Airport, along with activations at key airports across the region, including Miami, Los Angeles, New York, Mexico City, Panama and Bogotá.

At Cancun International Airport, the campaign is bolstered by an extensive omnichannel strategy, integrating high-impact OOH advertising across multiple touchpoints within and outside the terminal to maximise exposure.

The brand experience extends to Experiencia Patrón Cancun, a permanent sampling and gift bar positioned next to the Avolta store.

Enhancing the Patrón portfolio, the latest expression captures the essence of Mexican craftsmanship through its blend of tradition and innovation.

This clear, smooth tequila is produced by filtering Patrón Añejo through wood charcoal and ageing it in oak barrels for over 12 months, resulting in notes of vanilla, caramel and oak. It can be enjoyed on the rocks or in cocktails, with a velvety finish that balances vanilla, caramel and agave.

Patrón Cristalino highlights the expertise of the brand’s master distillers and is crafted from 100% Weber Blue Agave, hand-harvested and traditionally roasted in small brick ovens.

Ranked as the number one super-premium tequila brand in travel retail, Patrón holds a 48% market share in the category, according to IWSR 2023 data.

Bacardi Global Travel Retail Regional Director Americas Geoff Biggs said: “Tequila and agave are two of the most vibrant and exhilarating categories, delivering remarkable growth potential in travel retail across the Americas and the Cristalino sub category is fast-emerging as a popular consumer choice and game-changer.

“We are therefore delighted to introduce our latest innovation, Patrón Cristalino, at key regional locations, including Cancun Airport, where we are investing to maximise the opportunity with the predominant American traveller base with an interactive experience to enhance the brand’s Mexican heritage and craftsmanship.

“Located centre-stage in the departures lounge the Experiencia Patrón Cancun bar is right outside the Avolta store driving footfall, while creating a perfect showcase for Patrón Cristalino within the larger Patrón portfolio of premium and super-premium tequila options. From day one, Patrón Cristalino has performed exceptionally well and we have great optimism in its potential to drive category growth.”

The brand’s recent innovation pipeline includes two prestige releases, Patrón El Cielo and Patrón El Alto, both performing well across the Americas, supported by the brand’s US marketing reach, the company noted.