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Tequila Sales Soar in Asia

on 26/05/11 at 3:12 pm


Premium tequila brand Patrón has surged in popularity in the U.S. in the past five years after hip-hop songs referred to it and young Hollywood celebrities were photographed drinking it.

Will that cachet translate to strong sales in Asia?

Asian pop stars may not be swilling bottles of Patrón in the back of limousines yet, but the brand is expanding world-wide, and Asia may be its next growth area.

Annual sales of the tequila have soared in the past six years, topping the all-important $1 billion mark in 2010, according to trade magazine Impact. Patrón is now the second-biggest tequila brand in the world after José Cuervo.

The brand has only been in Asia since 2009, when it was first introduced in Hong Kong. But already the results are promising — sales in the region more than doubled in 2010 and have increased 148% so far this year compared with the first four months of last year. The tequila is also available in Australia, the Philippines, Malaysia, South Korea and Cambodia.

{Full story via WSJ}

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