Patrón Spirits Once Again Elevates the Tequila Category with Introduction of Roca Patrón, a Trio of Artisanal, Tahona-Only Tequilas

Labor-Intensive, Centuries-Old Process Produces a Singular, Small-Batch Line of Tequilas Finished at Specific Proof Levels for Perfect Flavor and Balance

JALISCO, Mexico--()--For tequila lovers with a taste for something new yet extraordinarily steeped in tradition, Patrón Spirits is honored to unveil Roca Patrón, the company’s first line of tequilas produced entirely from the labor-intensive, centuries-old tahona process. Made from only the highest-quality 100 percent Weber Blue Agave, each tequila in the new Roca Patrón family – Roca Patrón Silver, Roca Patrón Reposado, and Roca Patrón Añejo – is traditionally handcrafted at a specific proof, higher than the core line of Patrón tequilas, to create the perfect balance of flavors.

Roca Patrón is the product of a painstakingly meticulous – and today rarely practiced – process that starts with a tahona, a giant two-ton stone wheel hand-carved from volcanic rock (roca), that slowly crushes the cooked agave to break the bonds of fiber and release the rich agave juice. From here, both the juice and the agave fiber are placed together into wooden fermentation vats for 72 hours, and then distilled in small-capacity, handmade copper pot stills. Because of its intensive nature, it is believed that only a handful of the more than 150 working tequila distilleries in Mexico still utilize the tahona process.

“What truly sets this process apart from other more automated methods of producing tequila is that in the tahona process, we introduce the agave fibers – not just the agave juice – into fermentation and distillation,” says Francisco Alcaraz, Patrón’s master distiller. “Patrón is one of only a small number of distilleries in Mexico that still uses this traditional tahona process. It’s very time consuming and expensive to create tequila in this way, but it’s well worth the effort, as the tahona method creates an incredible and distinctively complex tequila, characterized by its earthy and vegetal aromas and flavor.”

While Roca Patrón is the company’s first line of tequilas crafted exclusively from the tahona process, the process itself is nothing new to Patrón. From the brand’s very beginning, every tequila in the Patrón portfolio has included tahona tequila in the blend. The core line of Patrón tequilas, and Gran Patrón Platinum and Gran Patrón Burdeos, are created from a combination of tahona tequila and tequilas produced from the more modern roller mill process. Patrón has also recently introduced a tahona-only extra añejo, Gran Patrón Piedra.

“From the beginning, we set out to create the highest-quality, most exceptional, ultra-premium tequila possible using traditional and time-honored distillation techniques,” says Ed Brown, President and CEO of Patrón Spirits. “Because the tahona process has always been an integral part of our recipe, we now have the proud opportunity to introduce a tahona-only artisanal tequila, a spirit that only a brand like Patrón can truly perfect. Consumers’ appreciation for fine tequila has quickly grown and evolved, and Roca Patrón represents our continued commitment to producing top-quality, highly crafted and innovative spirits that people around the world are seeking.”

The Roca Patrón line of tequilas are sweeter, earthier and more vegetal – with distinctive notes of roasted agave – than other Patrón varietals, exhibiting more complexity and slightly less citrus, pepper and fruit. The aged variants are rested in single-use American bourbon barrels – Roca Patrón Reposado for five months, Roca Patrón Añejo for 14 months; this differs from the core Patrón line, which are aged in a blend of new and used oak barrels. Through extensive experimentation and tasting, the Patrón master distiller team determined that the ideal flavor characteristics of Roca Patrón Silver came through at 45 percent alcohol (90 proof). Similarly, Roca Patrón Reposado is optimal at 84 proof, and Roca Patrón Añejo at 88 proof.

The Roca Patrón packaging was designed to evoke the rustic characteristics of this outstanding spirit. Bottles have the same design language as the other Patrón tequilas, with some special features including a distinctive medallion bearing Patrón’s iconic bee, and a color-coordinated, hand tied and finished rope.

The suggested retail prices for the Roca Patrón line of tequilas are $69.99 (750ml), $79.99(750ml) and $89.99 (750ml). They will be available first in the U.S., starting in Summer 2014, before making their way into additional markets across the globe.

About Patrón Spirits

Patrón tequila is an ultra-premium luxury white spirit that’s delicious on the rocks and mixes flawlessly into most any cocktail. From the highest-quality Weber Blue Agave plants grown in the highlands of Jalisco, Mexico, to the centuries-old distillation process and handcrafted glass bottles, Patrón tequila is produced with unparalleled attention to detail. Brands in the portfolio consist of Gran Patrón Burdeos, Gran Patrón Piedra, Gran Patrón Platinum, Roca Patrón Silver, Roca Patrón Reposado, Roca Patrón Añejo, Patrón Silver, Patrón Reposado, Patrón Añejo, Patrón XO Cafe and Patrón XO Cafe Dark Cocoa coffee liqueurs, Patrón Citrónge orange liqueur, Ultimat vodka, and Pyrat rum. For more information, please visit www.patronspirits.com.

Contacts

Patrón Spirits
Greg Cohen, 817-328-8214
gcohen@patronspirits.com
or
M Booth & Associates
Carly Jansen, 212-481-7000
cjansen@mbooth.com

(Photo: Business Wire)

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Release Summary

PATRÓN SPIRITS ONCE AGAIN ELEVATES THE TEQUILA CATEGORY WITH INTRODUCTION OF ROCA PATRÓN, A TRIO OF ARTISANAL, TAHONA-ONLY TEQUILAS

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Contacts

Patrón Spirits
Greg Cohen, 817-328-8214
gcohen@patronspirits.com
or
M Booth & Associates
Carly Jansen, 212-481-7000
cjansen@mbooth.com