Patrón swipes Supreme Brand Champion 2017 titleBy Amy Hopkins
The Spirits Business has named ultra-premium Tequila Patrón as its Supreme Brand Champion 2017, recognising the brand’s consistent volume sales growth over recent years.
Patrón has been named Tequila Brand Champion for three years consecutively in The Spirits Business’s Brand Champions round-up – an in-depth analysis and ranking of the world’s spirits brands that sell more than one million cases annually.
The annual report names Brand Champions for 12 individual spirit categories: Vodka, Gin, Scotch Whisky, Indian Whisky, World Whisk(e)y, Cognac, Brandy, Tequila, Liqueurs, Rum, Speciality Spirits, and Regional Speciality Spirits.
In recognition of Patróns double-digit volume gains, educational efforts among consumers, and establishment of the ultra-premium Tequila category, SB has bestowed the brand with the Supreme Brand Champion 2017 accolade following a competitive year where a number of spirits hailed solid growth.
Patrón has experienced significant volume sales gains for a number of years, but hailed a particularly impressive uptick in 2016, when sales grew almost 13% to hit 2.47m cases.
According to Lee Applbaum, chief marketing officer at Patrón Spirits International, the brand benefited from the “tailwind” of the overall growth of ultra-premium Tequila, itself spurred by soaring consumer interest in Mexican food, drink, culture and heritage.
In addition to growing its international footprint and seeing the “fruits of early labours of investment” in certain markets, Patrón “continued to experience strong performance” for its Roca line extension.
The brand also “intensified” its marketing efforts towards the on-trade, in particular promoting the “artisanal, hand-crafted side” of the business,” said Applbaum.
“For decades, we have gotten credit for the swagger of our brand – the image side – but not the credit we thought we deserved for the authenticity,” said Applbaum. “Last year we really began to see the fruits of those labours as mixology and the trade really began to respond to these efforts.”
Kristiane Sherry, editor of The Spirits Business, said of Patron’s winning title: “With three years topping the Tequila Brand Champion table, this year’s winner is a class act – and its textbook excellence in high-end product development and ability to generate mass appeal while maintaining luxury edge must surely be envied by many.”
The Brand Champions 2017 has been published in full in the June 2017 edition of The Spirits Business magazine, out now. Data, commentary, and the new Brand Champions for 2017 will be revealed online shortly.