DEJORIA’S SPONSOR PATRON DELIVERS IN SALES – BIG TIME

Wouldn’t we all want to be in “The Millionaire’s Club?”   Yeah, we’d probably want to even be in this one, despite the fact that it has nothing to do with money. “The Millionaire’s Club” is that exclusive group of bottlers and distillers who were reported to have sold more than one million 9-litre cases in 2011. In a report from Euromonitor as reported in the American publication Advertising Age, more than 60 of the top 180 distillers in the world belong to that club.

While that’s all very interesting, of even more interest to drag racing fans was the news from the Tequila sector. Beam, Inc’s. Sauza remains the top performer, while Brown-Foreman’s El Jimador ranks third. Moving into a strong second place position was Patron Tequila from Patron Spirits. In the words of Ad Age, the brand “had the best growth as drinkers traded up.”

Yeah, we know it reads Tequila Patron on the side of the car, but in every publication devoted to the liquor industry it’s labeled the other way around. We’ll let you decide which is correct. In the meantime, could you pass that dish of lime wedges and the salt, please?

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