Issue link: https://digital.copcomm.com/i/306378
Patrón Tequila's tagline, "Simply Perfect," might suggest that the world's most admired ultra-premium tequila brand lacks for nothing. After all, Patrón Spirits is widely credited with creating the ulta-premium tequila category , with a lineup that now includes Patrón Silver, Patrón Reposado and Patrón Añejo, as well as de rigueur Margarita companion Patrón Citrónge Orange Liqueur and sibling coffee liqueurs Patrón XO Cafe and Patrón XO Cafe Dark Cocoa. And that's in addition to their Pyrat Rum and Ultimat Polish Vodka brands. But, truth be told, the Patrón tequila portfolio was only almost complete— until now, that is. This spring, the company launched Gran Patrón Piedra, the brand's first extra añejo expression, the latest jewel in what is now a halo tier of Gran Patrón products that reflects even more luster on the already brilliant Patrón name. "With Gran Patrón Piedra, Gran Patrón is now truly a line—a bona fide tier of Patrón Tequila," says Greg Cohen, VP, Corporate Communications at Patrón Spirits. The previous entries in the Gran Patrón line are Gran Patrón Platinum, a superbly crafted silver tequila first released a decade ago, in 2004, and Gran Patrón Burdeos, a limited-production añejo aged in Bordeaux barrels, first launched in 2007. Gran Patrón Piedra first debuted in duty-free last year and arrived in the U.S. domestic market just this year. As Piedra arrives to complement the other Gran Patrón tequilas and create a trio of distinct luxe offerings tied together through artisanal craftsman- ship and refined packaging, it is igniting consumer and trade excitement nationwide. "Taste and appreciation for tequila has evolved quickly, and there is truly great excitement surrounding not only the extra añejo category, but also this style of tequila, made entirely through the tahona process. Piedra has invigorated interest in the entire Patrón line, and it's a real demonstration of what our talented team in Mexico is capable of creating," says Cohen. The Time-Honored Tahona Piedra is Spanish for stone. The Gran Patrón Piedra name refers to the traditional tahona, a two-ton volcanic stone wheel that's used to crush the steam-cooked agave before fermentation. It's an age-old, time-consuming process—one that's employed by fewer and fewer tequilas today but which represents the essence of Gran Patrón Piedra's unique, handcrafted character. "We created Gran Patrón Piedra to offer spirits aficionados a uniquely high-quality extra aged tequila," says Ed Brown, President and CEO of Patrón Spirits International. "Its complex flavor profile, distinct oak taste and remark- ably smooth finish truly set Gran Patrón Piedra apart in the ultra-premium tequila category." The hand-numbered 750-milliliter bottle, inspired by the tahona stone, is showcased in an elegant box that easily converts into a display case. At a sug- gested retail price of $399, Gran Patrón Piedra is a singular statement in artisan tequila. Platinum Pizzazz For Gran Patrón Platinum, the tequila that first launched the Gran Patrón tier, the tequilero chooses only agave that is high in sugar content—called "honey" in tequila-speak—which when fermented and triple-distilled produces a very distinct character and flavor. Extremely smooth and sweet on the palate, Platinum boasts nuanced citrus notes underscored by delicate oak tones; the finish delivers a hint of black pepper. Platinum is a stellar sipping tequila, but it can also dazzle in cocktails. At Nick & Sam's Steakhouse in Dallas, Gran Patrón Platinum provides the foundation for the "Millionaire Margarita," a drink that continues to grow in popularity with the restaurant's fiscally fit clientele. It's priced at $100—and guests who order it get not only a cocktail but a show. For each order, an elaborate drinks cart is wheeled out and a mixologist prepares the cocktail tableside, complete with the- atrical "smoke" from dry ice. The recipe includes Gran Patrón Platinum, a top-end orange liqueur, agave nectar, fresh lime juice and a lemon. An Just launched, exquisite Gran Patrón Piedra is the extra añejo expression in the Gran Patrón tier. Made using the traditional tahona process, it is igniting trade and consumer excitement and interest in the entire Patrón line. Gran Patrón Platinum was the first tequila in the Gran Patrón tier. 66 / the tasting panel / may 2014 TP0514_034-71.indd 66 4/24/14 11:04 PM