The higher-end El Alto expression of Bacardi’s Patrón tequila brand is about to go on general sale in the UK in the miniature bottle size.
The 5cl version, which joins the full-size 70cl pack in the market, will be available online from Amazon later this week. Timed to coincide with ‘National Tequila Day’ on Thursday (24 July), the smaller pack has been designed to appeal to “collectors, first-time tasters and the celebratory on-the-go moments that deserve a touch of prestige without compromise”, according to Bacardi.
A 70cl bottle of El Alto in the UK carries an SRP of GBP190 (US$255). Global Drinks Intel has enquired about the price for a 5cl bottle.
“We’re proud to introduce the Patron El Alto Mini to the UK, offering our handcrafted prestige tequila in a new, convenient format for consumers to enjoy,” said the brand’s global senior VP at Bacardi, Roberto Ramirez-Laverde. “As demand for prestige spirits continues to grow, this launch offers UK audiences an accessible way to experience exceptional high-quality tequila.”
At last year’s Oscars awards ceremony in the US, Diageo scored something of a marketing coup for its Don Julio tequila when 5cl bottles of the brand’s 1942 iteration were handed out to members of the audience during the broadcast.
