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Patrón Spirits Goes Further Upmarket, Launching Luxury Roca Patrón Range

July 16, 2014

As leading U.S. spirits marketers like Diageo, Pernod Ricard, Beam Suntory and Sidney Frank Importing Co. have made aggressive plays into the high-end Tequila market of late, Patrón Spirits Co.—which essentially created the segment with its flagship Patrón Tequila brand—has gone further upmarket with a new line of artisanal Tequilas called Roca Patrón.

Set to debut in the U.S. this summer, Roca Patrón marks Patrón’s first range created entirely using the traditional, labor-intensive “tahona process.” The new release includes Roca Patrón Silver (90 proof), Roca Patrón Reposado (84 proof) and Roca Patrón Añejo (88 proof) labels, retailing at between $69.99-$89.99 a 750-ml. bottle.

The tahona method from which each of the Tequilas is made involves a two-ton stone wheel (known as a tahona) that is used to crush cooked agave. Then, both the agave fibers and agave juice are included in the spirit’s fermentation and distillation process, resulting in a sweeter, earthier, more vegetal flavor profile and notes of roasted agave, according to the company. The aged variants in the Roca Patrón portfolio are rested in single-use American Bourbon barrels—the Reposado for five months and the Añejo for 14 months. This differs from the core Patrón line, which is aged in a blend of new and used oak barrels.

The Roca Patrón range joins Patrón’s core Silver, Reposado and Añejo Tequilas; XO Cafe, XO Cafe Dark Cocoa and Citronge liqueurs; and the ultra-premium Gran Patrón line, which includes the Platinum, Burdeos and recently added Piedra entries. Last year, Patrón was up 3.2% to 2 million cases in the U.S., according to Impact Databank.

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