Patrón ups innovation focus with new barrel room

3rd October, 2019 by Owen Bellwood

Bacardi-owned Patrón has opened its Francisco Alcaraz Barrel Room, which has increased storage capacity to more than 20,000 barrels.

The Francisco Alcaraz Barrel Room at Hacienda Patrón features the La Cava private bar

The Francisco Alcaraz Barrel Room at the Hacienda Patrón in Jalisco, Mexico, will allow the brand to increase production of its current portfolio and drive innovation in its aged Tequila portfolio.

Adrian Parker, vice president of global marketing for Patrón Tequila at Bacardi, said: “The opening and expansion of the Francisco Alcaraz Barrel Room underscores our dedication to pushing the boundaries of the aged Tequila category.

“We are committed to investing in growing our aged portfolio since we know people’s palates are constantly evolving and craving more sophisticated flavours when it comes to the spirits category, especially with Tequila.

“To meet this demand and continue to set the category standard for excellence, we created a barrel room exclusively dedicated to the growth, innovation and production of our aged marques.”

According to the brand, the 16,850 square foot expansion provides more space to run ageing trials and means more that 20,000 barrels of Tequila can now be stored at Hacienda Patrón.

As well as space for ageing Tequila stocks, the Francisco Alcaraz Barrel Room features an upstairs tasting room for educational sessions, and an underground private bar, La Cava, fully equipped bar to develop craft cocktails.

Antonio Rodriguez, director of production for Patrón Tequila, said: “The new Francisco Alcaraz Barrel Room gives us the capacity we need not only to increase production of our current portfolio but to keep experimenting and create new innovations under different conditions.

“This expansion allows us to increase our Tequila production and provides another opportunity to continue to educate our guests at Hacienda Patrón through guided tastings in the new tasting room. Through a hands-on and interactive experience, guests will have the ability to fully understand the many nuances, variables and complexities of ageing Tequila.”

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