Patron Braves Recession With New Vodka

Dear Client:The Wall Street Journal’s David Kesmodel published an interesting piece that features Patron’s new ultra-premium Ultimat vodka, which the company has decided to launch despite declines in that price category. At $40 a bottle, it is more expensive than Grey Goose (about $30) and Ketel One ($23). Sales of Grey Goose fell -0.3% in the 52-week period to January 4, while Ketel One fell -5.5%, according to IRI. However, Patron thinks “it has history on its side,” according to