Patrón
From Wikipedia, the free encyclopedia
| Patrón | |
|---|---|
 |
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| Type | Premium tequila |
| Proof | 80 |
| Manufacturer | The Patrón Spirits Company |
| Country of origin | Mexico |
| Introduced | 1989 |
| Variants | Añejo, Burdeos, Citrónge, Gran Platinum, Reposado, Silver |
According to the Patrón official website, Patrón tequila was created in 1989 by John Paul DeJoria and Martin Crowley.
Patrón is a brand of tequila produced in Mexico and imported solely by The Patrón Spirits Company, in Las Vegas, Nevada. John McDonnell, the Patrón Spirits Co. COO, explains, "Patrón is a luxury product--every bottle is hand-blown, cork-finished and individually numbered" .
Patrón is the country's fastest-growing tequila [1]. It is made entirely from agave which gives it a smoother taste. Marc N. Scheinman, a marketing professor at Pace University, says "[Patrón] positioned themselves to be the BMW of tequila" [2].
Patrón bottles five different varieties of tequila, marketed as Gran Patrón (a high priced silver tequila and añejo version), Patrón Silver, Patrón Añejo and Patrón Reposado. The company also markets a tequila-coffee blend known as Patrón XO Cafe made by Tequilas del Señor and a triple sec known as Patrón Citrónge. Patrón has introduced a new high end Ultra Premium Tequila known as Gran Patrón Burdeos Añejo; which is currently only available at certain high end restaurants and establishments.[3]
Patrón advertises in several popular magazines in the United States including Rolling Stone, Fortune, Black Enterprise, Sports Illustrated, Playboy, Wine Spectator, Vogue, and Texas Monthly. This is an effort to reach their major target audience of male spirits consumers, aged 21-44, with an annual income above $40,000 [4].
Patrón has become synonymous to an icon of wealth in the hip-hop culture. It has been referred to in countless hip-hop and R&B hits.
[edit] History
The company was formed in 1989 by John Paul DeJoria, a co-founder of John Paul Mitchell Systems, and Martin Crowley.
[edit] References
- ^ Hinckley, David. "Tequila Ads Pulled for Patrón-izing Sex." New York Daily News. 5 April 2007: pg. 43.
- ^ Palmeri, Christopher. "The Barroom Brawl Over Patrón." Business Week. 17 September 2007: pg. 72.
- ^ Luxury Tequila Signals Export Drive for Patrón: Patrón has high hopes for New Premium Tequila Gran Patrón Burdeos; Brands to Watch." Duty Free News International. 15 March 2007: pg. S22.
- ^ Levere, Jane L. "Finding 'Perfection' in a Bottle." The New York Times. 24 July 2006.
