Bacardi Patron XO Café coffee and tequila shot to cease production
The spirit company Bacardi announced today that it is ceasing production of one of its most popular drinks.
Patron XO Cafe, a 35% abv liqueur infused with a kick of coffee, will not be made anymore.
The mix of coffee and tequila was often offered as a shot in bars and pubs around the UK.
Speaking to The Grocer, Patrón Tequila president and COO Mauricio Vergara said that the business wanted to focus on growing and protecting the supply of their “super and ultra-premium tequilas”.
Top priority would go to their Patrón Silver, Patrón Reposado and Patrón Añejo drinks instead.
Despite this action, Vergara still described it as an “incredibly exciting time” to be in the Tequila business.
He said: “We are thrilled to see consumer demand for tequila continuing to explode around the world.
“Tequila is seeing rapid growth and incredible momentum – not just in the United States, but it is the second fastest-growing category in value across the globe.”
Bacardi had acquired Patron back in January 2018 in a $5.1bn (£3.66bn) deal.
A drinks industry source told The Grocer that it was likely the drink had been discontinued most likely due to a lack of profit.
Patrón XO Cafe has commanded a relatively small presence in UK retail, though its retail sales grew over the course of the pandemic, rising £550k to £1.9m over the year to 15 May 2021.