Patrón Wants to Teach Customers About Tequila
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1m 37s
Antonio Rodriguez, Director of Production at Patrón, discusses "Extra Añejo," the first addition to the company's core offerings in 25 years. We talk about how the demand for liquors like vodka are down, while sales of tequila are up, with millennials seeming to prefer a more flavorful alcohol. The latest addition to Patrón is aged 3 years and is the most expensive yet, starting at $89.99 a bottle. Rodriguez notes that the drink was not made with any particular demographic in mind, but was created for the tequila drinker who does his research and understands why a more expensive liquor is worth the investment.
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