Patrón partners with Selfridges

Tequila brand Patrón will launch its four-times-distilled El Cielo bottling in UK department store Selfridges today (3 July).

Patrón Tequila has partnered with department store Selfridges to roll out El Cielo to UK consumers in its London, Manchester and Birmingham branches, as well as through its official website.

Kathy Parker, global chief marketing officer at Patrón, said: “Patrón El Cielo is radiantly smooth, offering a unique experience for Tequila drinkers delivering an impressively rare, naturally sweet taste.

“By taking our iconic Silver Tequila and expertly using a fourth distillation to develop an amazing, prestige Tequila, a first within the category, master distiller David Rodriguez really pushed the boundaries with a distinctive process—the complexity of distilling Tequila without sacrificing flavour requires remarkable talent and we’re immensely proud of this bold innovation his team created.”

The Tequila is available globally and clocks in at 40% ABV. It has undergone a ‘first of its kind’ distillation process in copper pot stills to ‘unlock sweet flavours of agave’.

The bottling is recommended served over ice with a slice of orange, and is made with 100% Blue Weber agave, water and yeast.

Rodriguez added: “For the first-time ever, we developed a prestige Tequila with a fourth distillation—a process that is extremely rare within the industry—using the smallest copper pot still at Hacienda Patrón.

“While adding another stage of distillation is commonly misconceived as a culprit for diluting flavour, that was not the case for Patrón El Cielo. At Patrón, our goal is to achieve perfection in every drop – by using this unique, four-time distillation process, we unlocked and opened up the natural sweetness and smoothness from the agave to deliver an incredibly sweet and light tasting, smooth Tequila.”

Patrón El Cielo will retail in Selfridges for £215 (US$273).

From this month, UK bars will serve El Cielo, including London-based venues Raffles, Satan’s Whiskers, Sexy Fish, and members’ club Annabel’s.

The brand recently marked International Paloma Day by offering a twist on the classic cocktail in various London venues.