Lee Applbaum

HONG KONG LEE APPLBAUM

Lee Applbaum, Global Chief Marketing Officer at Patrón Spirits International was recently in Hong Kong and caught up with Drinks World’s Danny Yang to chat about tequila, the market in South East Asia and the Patrón Perfectionists Cocktail Competition.

DANNY YANG: What’s your target demographic and why is Hong Kong an important market for you?

LEE APPLBAUM: It’s somewhat difficult to define our target demographic as Patrón tequila appeals to so many different people. Our consumer is one who appreciates high-quality, ultra-premium and artisanal spirits. We aren’t simply targeting tequila drinkers, but rather everyone who enjoys sophisticated, handcrafted spirits and cocktails. And for that reason, Hong Kong is a very important market for us because consumers here are on the leading edge of trends in fashion and food and in business and industry. Hong Kong is actually one of the first markets where Patrón invested in Asia, close to ten years ago when we first began marketing our products in the region.

DY: Drinks World caught up with you while you were in Australia at the Patrón Perfectionists Cocktail Competition. Are you planning on launching the same or similar competition in Hong Kong and/or South East Asia?

LA: Asia Pacific is a critically important region and so we’re delighted to expand the Perfectionists program into five focus markets including Hong Kong, Australia, South Korea, Japan and New Zealand.

DY: Do you feel the Hong Kong trade (bartenders) and consumers have the foundational understanding of your core expressions – Silver, Reposado and Añejo?

LA: In general, brown spirits dominate Asia as consumers and the trade are more familiar with whiskies and brandies. And for that reason, our aged marks – Patrón Reposado and Patrón Añejo – should be particularly appealing here. But of course, there is a need for further education on the tequila category and what makes Patrón so unique within the category. To help do that, we’ve developed an online education platform called Academia Patrón, which we gladly make available to the trade (who in turn can help educate their customers), and that has certainly proven to be effective.

DY: Which expressions are you seeing real growth of in Hong Kong?

LA: Patrón Silver continues to drive growth in Hong Kong because it is a great spirit base for cocktails and cocktails of course, are growing in popularity here. Patrón Añejo is doing well here too, with its appeal to brown spirit drinkers.

DY: Do you see any market opportunities for the brand?

LA: Absolutely. Hong Kong will always be a market for high-end products, and an ultra-premium brand like Patrón is a perfect fit in the market.

DY: What’s next for Patrón in Hong Kong and globally?

LA: We’re proud that Patrón has been so successful in Hong Kong; it’s popular among the trade and consumers here. And so, of course we’ll continue to invest and grow our brand here. Also, you’ll continue to see more globally aligned executions in the market and across the region, such as our Patrón Secret Dining Society program, our Art of Patrón event series, and other initiatives.

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