Patrón Spirits takes XO Café to China

13 February, 2012

Patrón Spirits International will introduce its XO Café variant to China following an agreement with the Shanghai-based Telford Wine & Spirits.

Patrón XO Cafe, which is a 35% abv blend of Patrón Silver tequila and coffee, will be availble from March 1.

Telford, which also distributes Patrón in Hong Kong and Macau, will channel distribution to restaurants, bars, clubs, hotels and 'premium' retail locations in 'key' cities in China.

The distributor’s network includes 23 provinces in China, including Shanghai, Beijing, Shenzhen, Guangdong, Shandong, Hainan, Fujian, Heilongjiang, Anhui, Jiangsu, and Zhejiang.

John McDonnell, chief operating officer at Patrón Spirits International: “Patrón XO Cafe is perfectly poised for success in China. It’s a high-quality, sophisticated spirit unlike any other, entering a market that appreciates and values luxury ultra-premium products.

“With Telford’s demonstrated success with our brands in Hong Kong and Macau, we have tremendous confidence that China will also prove to become one of our strongest global markets.”

Vincent Fong, general manager of Telford Wine & Spirits (Shanghai) said: “It’s a challenging market, but full of opportunity for this world-class luxury brand.

“With its distinctive and unique taste, we’re sure Patrón XO Cafe will be easily accepted by Chinese consumers, and we expect a wonderful and successful cooperation with Patrón Spirits International.”

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