When the primary model of the Patron tequila I’ve been sipping hit the market in 1989, the idea of a “premium tequila” was nonetheless type of a novel one. Now that it has been round for 36 years, how does it fare when dealing with exponentially extra competitors? Why does it stay so in style in bars and eating places?
I’ve been sipping Patrón reposado a bit currently to see, each in some Mexican resorts and in my residence. My total impression is that it is probably not value any further hype, however it’s a stable alternative that received’t get you in any bother when ordering it at a shopper occasion or shopping for it as a present.
It’s a better-than-average tequila in a nicer-than-average bottle and it is among the best-known premium liquor manufacturers on the planet now.
The Historical past of Patrón Tequila
To begin with, what does the phrase “patrón” imply in Spanish? It doesn’t actually have a precise translation in English however it’s a respectful type of “boss” or “head of the family.” Whereas boss as an everyday phrase is “jefe” and a enterprise proprietor may very well be a “dueño,” calling somebody patrón often implies that they’ve earned respect and deserve it. A landlord, proprietor, or ship captain is also known as by this time period.
So it was an acceptable identify in 1989 when the 2 founders aimed to provide an ultra-premium, 100% agave tequila, one thing that was uncommon on the time (although it’s laborious to consider now). Patrón is taken into account a pioneer for making high-end tequila mainstream and elevating its standing within the USA after which worldwide.
The 2 founders have been Martin Crowley and John Paul DeJoria. If the latter identify sounds acquainted, it’s as a result of he’s a billionaire who has appeared on Shark Tank and loads of journal covers. He could also be unfortunate in love, with 4 wives to this point, however he actually had the golden contact in enterprise. Earlier than getting concerned with Patron, he co-founded the Paul Mitchell line of hair merchandise.
Once they launched the model, they put their tequila in a a lot thicker and fancier bottle than others did on the time and so they priced every bottle at $37, a sky-high worth on the time that only some different spirits (like 12-year Scotch) have been in a position to command.
The model’s launch marked a shift in notion for tequila, shifting it away from a lower-cost, mass-market product and establishing it as a luxurious spirit. They sourced their agave from the highlands of Jalisco, the place the local weather and wealthy soil assist produce sweeter, extra flavorful agave crops.
A lot of the huge manufacturers on the time, like Jose Cuervo and Sauza, have been based mostly in a decrease space across the city of Tequila itself. Whereas the massive producers have been searching for shortcuts to decrease prices, this firm turned to meticulous manufacturing methods based mostly on custom, reminiscent of utilizing brick ovens, Tahona volcanic stone wheels, and copper stills. Every bottle was numbered. Within the early years they produced it in the identical advanced as Casa 7 Leguas, a model that’s nonetheless round however far much less well-known. In 2002 they moved to their very own facility.
That is now only one extra tequila model of many owned by the massive company liquor conglomerates. That doesn’t imply it’s not nonetheless good, however Bacardi Restricted, one of many world’s largest privately held spirits corporations, accomplished its acquisition of Patrón in 2018. This transfer added Patrón to Bacardi’s portfolio, serving to Bacardi develop into the fast-growing super-premium tequila section. The transaction was valued at roughly $5.1 billion and received the model right into a distribution system that helped it get onto the shelf in seemingly each high-end restaurant and bar in North America after which past.
Bacardi’s possession led to a strengthened distribution community and elevated world attain for Patrón as this joined a portfolio of round 200 spirits manufacturers. Via Bacardi, Patrón gained enhanced assets for innovation and advertising and marketing. The acquisition additionally allowed Bacardi to capitalize on the rising world demand for tequila.
Patron Reposado Tasting Notes
I stayed at three high-end all-inclusive resorts this month the place I received to drink the good things throughout my keep, together with some Patron tequila. I actually hit the jackpot although at SLS Playa Mujeres when our butler rattled off 4 decisions of liquor I might have one bottle of delivered to my room. One of many decisions was Patron Reposado and I stated, “Cease proper there.” Ten minutes later there was a knock on my door and somebody holding this lovely bottle.
Sure, the primary impression is an efficient one. It is a heavy, hand-blown glass bottle with a pleasant cork stopper on the high. It has heft and seriousness. My solely criticism concerning the packaging is that the plastic wrap over the stopper was a ache to get off after which the glue used within the further tape strip that goes throughout beneath is just too sticky. After some time I gave up on attempting to get the remaining items of it off.
Fortunately they put extra thought into the small print of what goes inside than they did into the packaging ending and it is a advantageous tequila for sipping. The primary phrase I put in my notes was “stable” and that’s how I’d sum up my tasting expertise. This hasn’t knocked off the elevated few which can be my favorites, however it will undoubtedly be within the high 5% of the 20 or so reposado manufacturers I’ve sampled up to now 12 months.
The nostril is a bit more alcoholic than most, however this appeared to fade slightly because it spent extra time within the glass. The agave shines via on first sip and this tequila has slightly extra heft, and fewer floral notes, than among the different highland variations. Every little thing falls into place in a pleasant cohesive complete, with sturdy components of citrus fruits, tropical fruits, and a touch of uncooked cane sugar.
After a couple of sips, Patrón Reposado dances throughout the tongue like a practiced determine skater and there aren’t any off components or overpowering aspect notes to get in the way in which. There’s a pleasant candy agave end that lingers for some time however doesn’t put on out its welcome or grow to be cloying. This reposado is aged 4 months in used bourbon barrels, not all that lengthy, so the oak principally calms and refines the spirit fairly than including lots of style components to it.
After I poured a less expensive tequila to style subsequent to it, on this case some Don Ramon I had sitting round, the distinction was fairly clear. Patrón tasted way more refined and composed. After I blended up two cocktails although utilizing the 2 variations of tequila, I truthfully couldn’t inform the distinction. As I’ve stated many instances earlier than, a tequila cocktail is barely going to get marginally higher even should you quadruple what you paid for the primary ingredient. Until you have got a sommelier-level palate, simply use any 100% blue weber agave model and also you’ll be advantageous.
Patrón Value and Extremely Premium Choices
One irony of the elevated competitors within the tequila market is that Patrón has grow to be far more inexpensive in a relative sense. I searched a couple of on-line liquor shops like Complete Wine and located costs within the vary of $39 to $48 for the Patron reposado model. Put subsequent to good bottles of Scotch, Rum, or Bourbon, that’s not unreasonable in any respect.
This tasting session and an earlier sampling of the añejo model are so far as I’ve gotten on the Patron tequila scale. For the reason that silver model might be going into cocktails, I personally wouldn’t pay a premium for that. The flavour will get too masked by the opposite substances so spend a bit much less for one thing “adequate.” (And should you prefer to sip unaged tequila, the very best I’ve had for sipping is Cascahuin.)
If you happen to do wish to purchase an costly bottle for somebody although and take it up a notch, listed below are the extremely premium choices going for the next worth:
Gran Patrón Platinum – Only a extra refined model of the same old.
Patrón XO Cafe and Cafe Darkish Cocoa – Flavored variations meant to be a refined after-dinner drink.
Gran Patrón Burdeos – aged in a mix of American and French oak, then completed in Bordeaux wine barrels.
Patrón Additional Añejo – aged greater than three years in oak barrels, which is both an excessive amount of or simply proper relying on how a lot you just like the added oak overtones.
I’ll get again to my unique query within the title: “Is Patron tequila definitely worth the premium?” In 1989 I might need stated “not likely” when it was priced a lot increased than every little thing else. The worth has barely gone up since then, far lower than inflation, and there are opponents charging 2, 3, or 4 instances as a lot. So at this worth I’d say “completely.” It’s a protected wager to order, purchase for residence, or give as a present.
See the entire lineup on the official web site.
High picture by the editor Timothy Scott, others courtesy of Patron and Bacardi.
