Latest news with #Patrón
Forbes
13-05-2025
- Business
- Forbes
After Clash In Mexico, Patrón Defends Additive-Free Tequila Messaging
Patrón says it is continuing to have a 'construction conversation' with Mexican authorities after a ... More dispute over the brand's additive-free tequila marketing campaign, which debuted in February. Patrón says it is continuing to have a 'construction conversation' with Mexican authorities after a dispute over the tequila brand's additive-free marketing campaign. It is also sticking to the themes of that ad blitz, albeit with one key concession. For four days in February, the Bacardi-owned tequila maker says its export certificate was revoked by the Tequila Regulatory Council, or CRT, which oversees the tequila industry and verifies that all production adheres to the Mexican government's regulations. Patrón says that the CRT's decision was a direct response to an additive-free ad campaign the brand debuted earlier this year. 'While the CRT does have authority over the standards applicable to tequila, the organization does not have authority to regulate marketing/advertising of tequila in the U.S. based on the express terms of the agreement between the U.S. and Mexico on trade in tequila,' says Patrón in an email statement to me. Patrón's '100% Additive-Free Tequila' campaign kicked off in February and included outdoor ads in markets including Los Angeles and New York City and messaging that appeared on Patrón's website and social media channels. Additive-free tequilas are alcoholic beverages that are made using only three ingredients—100% Weber Blue Agave, water and yeast. Patrón says consumers want to know what's in their drinks, even though alcoholic beverage brands aren't legally required to add an ingredient list to their labels. As proof, the brand cites a Bacardi consumer survey that shows 61% of consumers globally say they would pick additive-free spirits over alternatives that have those ingredients. For four days in February, Bacardi-owned tequila brand Patrón says its export certificate was ... More revoked by the Tequila Regulatory Council, or CRT. Patrón says that the CRT's decision was a direct response to an additive-free ad campaign the brand debuted earlier this year. 'At Patron, we think that the more transparency within the industry, the better,' says Ned Duggan, global chief marketing officer of Patrón, tells me during a virtual interview. 'It's what bartenders and tequila drinkers are asking for, and we think it's what they deserve.' Sounds simple enough, but additive-free tequila has caused a stir in Mexico and elsewhere. Additives—which can include sweeteners like aspartame, oak extract and caramel coloring—are permitted if less than 1% of the weight of the tequila, without any requirement of disclosure, according to the standards set by the CRT. Craft tequila brands were among the loudest proponents of additive-free tequila, though it hasn't always been clear how many were rigorously and consistently testing to ensure their batches were free of any additives. That's especially challenging for many smaller players that contract distill, a common industry practice that allows spirits brands to outsource production to outside distilleries. Other leaders in the space, like Jose Cuervo, which uses additives in some products, say the entire conversation has been 'damaging' to the category because these ingredients are legally allowed and aren't harmful to drinkers. At Patrón, Duggan says the brand is seeing sturdy interest in additive-free tequilas at bars and restaurants and also in liquor stores, where some retailers are even carving out shelf space that specifically touts these products. The four-day export halt, Duggan adds, 'does have an impact on our business,' though he wouldn't quantify how big the hit would be. Duggan also couldn't get into specifics about ongoing conversations with the CRT. One concession that Patrón has made to the CRT involves language on the brand's website. Patrón removed the more overt additive-free messaging. The company still lauds the use of three, all-natural ingredients, but without any mention of additive free. Patrón's '100% Additive-Free Tequila' campaign included outdoor ads in markets including Los Angeles ... More and New York City and messaging that appeared on Patrón's website and social media channels. The CRT, meanwhile, has maintained that because small traces of additives are allowed in accordance with Mexican regulations, there is 'no such thing' as additive free tequila, as long as it remains under that 1% threshold. In an email to me, the CRT didn't address why Patrón's exports were halted for a brief period earlier this year, only saying that 'there is currently no dispute' with Patrón and that the organization 'does not, and has not, retaliate against any of the more than 208 authorized producers, bottlers, or the more than 43,000 agave growers registered with this organization.' The CRT went on to add that 'we reiterate clearly that the CRT operates under technical, legal, and objective principles, and not based on external interests or reactions to advertising campaigns.' Even if Patrón and the CRT aren't exactly on the same page—at least, for now—as it relates to additive-free tequila marketing, Duggan struck an optimistic tone about the future. 'I think ultimately, there is common ground that we have with the CRT and that we both want to have a vibrant and expanding tequila industry around the world, and one that has product integrity at its core,' says Duggan.
Times
26-04-2025
- Business
- Times
Patrón tequila tycoon defends Trump tariffs
The American billionaire behind Patrón tequila and Paul Mitchell hair products has hit back at criticism of Donald Trump's import tariffs. John Paul DeJoria said that trade imbalances had weakened economies on both sides of the Atlantic. A blanket import tax of 10 per cent is the only 'fair' way of combating countries that are taking advantage of the US, he said. 'Everybody should be on the same playing levels,' he said. 'I think, long term, this is all going to mellow out because it's a good thing.' DeJoria, who has starred on America's version of Dragons' Den, boasts an estimated fortune of $2.9 billion. He co-founded John Paul Mitchell Systems, and remains the company's owner and chairman. Operating across 125 countries, DeJoria admitted
Associated Press
25-04-2025
- Business
- Associated Press
Bacardi Is Putting Money Behind People To Make Sure AI Doesn't Replace Your Bartender
Originally published on By Robert Klara While AI hasn't booted human bartenders out of their jobs en masse, for the past several years, Bacardi —whose portfolio includes Grey Goose vodka and tequila brand Patrón—has been investing its money to help ensure that it doesn't. Bacardi is expanding a global training initiative called Shake Your Future. The program (free of charge for those selected), bestows its graduates with an international bartender certification and has pledged to mint 10,000 mixologists by 2030. In February, it added Glasgow to a long list of European cities where it already operates. 'The techniques of being a great bartender [include] the broader skills around hospitality itself,' said Alex Tomlin, SVP and head of marketing for Bacardi North America, 'which is essentially about customer interaction.' Just as artificial intelligence has crept into professions like finance, retail, and content creation, it's been heading for the corner pub, too. In 2019, for example, U.K. startup DataSparq debuted its AI Bar, which uses facial-recognition technology to serve patrons in the order they walked in the door. Last year, Diageo introduced a digital platform called What's Your Cocktail?, which uses the company's FlavorPrint AI technology to generate personalized libations. In the back room, meanwhile, AI management app Backbar can crunch customer data to predict demand, control inventory, and order booze. Like many in the business, Tomlin has watched the growth of AI. He appreciates its power to help cut waste, boost margins, and even concoct some novel drink recipes. 'But none of that changes the importance of why people go to bars,' he told ADWEEK, 'which is all about human interaction.' In 2022, the liquor giant created Future Proof, a specialized curriculum for students at Florida International University's Chaplin School of Hospitality & Tourism. The training goes beyond how to pour drinks and into mixology's finer points including cocktail history and spirits distillation. Read more Visit 3BL Media to see more multimedia and stories from Bacardi-Martini, Inc.
Glasgow Times
24-04-2025
- Entertainment
- Glasgow Times
Somewhere By Nico to host £5 cocktail festival in Glasgow
Running from Friday, May 2 to Sunday, May 11, the festival invites guests to sip their way through a curated cocktail menu, featuring everything from timeless classics like Margaritas and Daiquiris to creative collaborations with top drinks brands. Expect takeover nights, live music, DJs, and surprise pop-ups—all designed to bring the spirit of celebration to life. READ MORE: Strictly star to feature in hit show direct from West End at Glasgow's Kings Abigail Barr, Operations Manager, said: 'Somewhere has always been about escapism - a place to dine, drink, and discover through food and drink. "We've created an incredible space in Glasgow and Edinburgh, and this Cocktail Festival is our way of inviting the city in to experience it. "Whether you're stopping by for after-work drinks, weekend celebrations, or a spontaneous night out, we want Somewhere to be your go-to destination. "If you're a curious cocktail enthusiast or a seasoned sipper, you're invited to experience the magic behind our bars, the talent of our mixologists, and the atmosphere that makes Somewhere so special. "With £5 cocktails on offer for 10 days and no ticket needed, it's the perfect time to shake things up and experience what Somewhere is all about." READ MORE: Hit BBC game show returns to Glasgow screens – here's when What to Look Out For: Grey Goose Tiny 'Tini Experience on May 2. Cinco de Mayo Takeover with Patrón and Jalisgow on May 4. Guests can enjoy three tequila cocktails and three plates for £25. Panther Milk Takeover on May 8 – Indulge in oat milk-based cocktails with a cult following. The Secret Garden Gin Specials on May 10 – Discover a £5 gin cocktail menu inspired by Scottish botanicals. From Friday, May 2, until Sunday, May 11, there will be £5 cocktails available, including classics like Daiquiri, Aperol Spritz, Paloma, Negroni and Tom Collins. The St Germain Spring Brunch will take place on May 11 and will feature dancing dishes paired with St Germain cocktails. READ MORE: EasyJet launches 2026 holidays from Glasgow Airport to 160 destinations (Image: Supplied) It is a ticket-free event where guests don't have to book, just show up. From spontaneous nights out to cocktail-fueled celebrations, this is your chance to discover what makes Somewhere truly special. Visit for the full programme and updates.
Yahoo
11-04-2025
- Entertainment
- Yahoo
Neon Carnival Announces 2025 Lineup Featuring Anderson .Paak, Charly Jordan and Chase B
Neon Carnival is set to return for its 14th year on Saturday at the Desert International Horse Park in Indio, Calif. Known as one of the most exclusive after-hours events in the desert, this invite-only celebration continues to attract A-list celebrities and festivalgoers with its immersive neon-lit atmosphere, music and entertainment. This year, Grammy-winning artist Anderson .Paak will headline the event as his DJ persona, DJ Pee .Wee, spinning an all-vinyl set. Social media phenom Charly Jordan will kick off the night with her signature style behind the decks. Closing out the evening will be Chase B & Friends with a special DJ set. More from WWD EXCLUSIVE: Revolve Festival Returns April 12 in Larger Venue Hyperpop Princess Rebecca Black Reclaims the Spotlight With 'Salvation' Sabrina Carpenter's Victoria Secret Outfits for 'Short 'n Sweet' Tour Performances Founded by nightlife visionary Brent Bolthouse and produced by Jeffrey Best of Best Events, Neon Carnival has become a staple of desert nightlife. Bolthouse expressed his excitement for this year's event, saying, 'I can't believe we are in our 14th year in the desert. I'm thrilled to be partnering up with our wonderful sponsors to create another night of fun experiences at Neon Carnival. We're excited to be bringing back our friend Anderson .Paak for an incredible performance and are planning a few more surprises throughout the night.' As usual, Neon Carnival will feature classic carnival games, amusement park rides — including its signature illuminated Ferris wheel — and premium drink offerings from sponsors such as Patrón El Alto Tequila. Patrón returns as the official tequila sponsor and will debut its first Neon Carnival cocktail, the Patrón Headliner Margarita, served in glow-in-the-dark collector cups. VIP guests will enjoy new miniature bottles of Patrón El Alto for table service. Patrón enthusiasts can also purchase limited-edition festival gift sets online. For more information about Neon Carnival 2025, visit View Gallery Launch Gallery: Neon Carnival Through the Years: Coachella Weekend's Celebrity-loved Party [PHOTOS] Best of WWD Elizabeth Taylor's Diamond and Gold Star of David Pendant Sells for $35,750 From Julien's Auctions What Is Vogue World? Details on the Upcoming Hollywood Edition of the Event, Tickets, Featured Artists and More Donatella Versace With Celebrity Friends Through the Years: Britney Spears, Jennifer Lopez, Dua Lipa and More [PHOTOS]
