PATRÓN Tequila opens aged barrel room

Hamilton, Bermuda-based Bacardi Ltd. announced the expansion of Hacienda Patrón, Atotonilco el Alto, Jalisco, Mexico, with the new addition of its state-of-the-art Aged Barrel Room. PATRÓN Tequila officially opened the doors to the Francisco Alcaraz Barrel Room, which is two times the size of the current barrel room allowing for an increase in production of current PATRÓN expressions and continued innovation of the brand’s ever-evolving aged tequila portfolio, the company says.

The addition of the Francisco Alcaraz Barrel Room will allow PATRÓN to nearly double the rate of production of its aged portfolio, it says. The 16,850-square-foot expansion provides more space to run aging trials and Hacienda Patrón will store more than 20,000 barrels of tequila between both barrel rooms combined.

The new building features an upstairs tasting room for educational sessions, and an underground private bar, La Cava, a fully equipped bar to develop craft cocktails. La Cava is a speakeasy bar, available for select VIP guests, featuring a custom cocktail menu developed by PATRÓN head mixologist Oskar Murillo. Here, PATRÓN will host its most valued customers for exclusive tastings such as participating in the Barrel Select program, an opportunity where spirits retailers and on-premise account owners are taken through a detailed, guided tasting to choose their own bespoke, one-of-a-kind barrel of aged PATRÓN tequila.

“The opening and expansion of the Francisco Alcaraz Barrel Room underscores our dedication to pushing the boundaries of the aged tequila category,” said Adrian Parker, vice president of global marketing for PATRÓN tequila at Bacardi Global Brands Ltd., in a statement. “We are committed to investing in growing our aged portfolio since we know people’s palates are constantly evolving and craving more sophisticated flavors 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.” BI

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