Bacardi-owned Patrón Tequila has confirmed it will discontinue its coffee-flavoured liqueur, XO Cafe.
The decision has been made to enable the Tequila brand to focus on producing its core variants: Patrón Silver, Patrón Reposado, Patrón Añejo and other super-premium and ultra-premium expressions.
Bottled at 35% ABV, Patrón XO Cafe combined Patrón Tequila with the essence of Arabica coffee. It was designed to be sipped neat, enjoyed as a dessert ingredient or mixed in cocktails.
Mauricio Vergara, president and chief operating officer, Patrón Tequila, said: “At Patrón, we are proud to be the leader in super-premium Tequila, driving the upwards momentum and growth of the category, and we take great pride in producing the finest Tequila in the world.
“With the explosion of the Tequila category, our focus is on growing and protecting production and supply of our core super- and ultra-premium Tequilas.
“As a result, we have focused our production on our core Tequilas, Patrón Silver, Patrón Reposado, Patrón Añejo and other Patrón super and ultra-premium variants— as that is our top priority.
“We are excited to see the momentum and interest from consumers around the globe for the Tequila category. We are very proud of our Tequila – because at Patrón, we utilise the highest-quality ingredients and hand-craft our Tequila in small batches to ensure consistency and quality in our production with one goal in mind – to create the finest Tequila in the world.”
Last month, Patrón partnered with private members’ club Annabel’s to create a limited edition bottle to raise money for the Amazon rainforest.
Meanwhile, in early October Patrón released a limited edition añejo Tequila aged in Sherry casks.
Plus, the Tequila brand is hosting a number of national finals throughout October for the 2021/22 Patrón Perfectionists cocktail competition.
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Author: Melita Kiely
