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Report: Patrón Facing Shortages In Multiple States As Consumption Ramps Up

October 5, 2020

With consumption up by 52% this year amid the pandemic, Patrón is experiencing product shortages in as many as 10 states, Bloomberg reported over the weekend. Vice president of marketing Adrian Parker said social distancing measures have complicated the production process at Patrón’s Mexico distillery, slowing output, even as the distillery has expanded its 2,000-member workforce by an additional 200 this year. Parker said the Bacardi-owned brand will need to manage outages and supply issues for the next few months and into next year.

According to Impact Databank, Patrón’s U.S. volume soared 14% to 2.2 million cases last year, and the brand jumped 54% in control states in the year-to-date through August. “If you look at our core aged Tequilas, they’re up anywhere from 25%-75% over last year, which is incredible,” Parker recently told SND. “We’re seeing a lot of people who are traditionally Bourbon or whisk(e)y drinkers switch over to barrel-aged Tequila expressions. There are also a lot of Blanco drinkers who are now moving through the category towards more aged expressions.”—Daniel Marsteller

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