Patron Initiates Largest Product Release in Company History

Having led the charge for ultra-premium, 100% agave tequila in the US market, Patron became a prominent fixture on back bars and store shelves beginning in the late '90s and continues to enjoy healthy growth. But, as is bound to happen every decade or so, the consumer palate began to change with the advent of the recent cocktail renaissance. "They are asking for more complex, richer flavors in their spirits," Patron Spirits International cmo Lee Applbaum tells WSD. And Patron's