Fiesta, Siesta and Tequila
Milton Alatorre speaks to Kathlyn D’souza about Patrón, the ultra-premium tequila brand, and divulges tips on how to enjoy the beverage
The word ‘tequila’ sets off a stereotypical train of thought that is tough to eradicate; the salt, the wincing, the fumbling and of course, the nasty morning-after hangover. But, what if somebody told you that drinking a certain brand of tequila would guarantee you a lovely, smooth evening with no foggy memories nor a pounding headache? The look of disbelief must have been palpable on my face, as the grinning Milton Alatorre, the Asia Pacific regional director of marketing and commercial strategy for Patrón, prepared to launch into a passion-filled speech on the brand. “Patrón totally changed the image of tequila and transformed it into more of a lifestyle product,” he began. Being a very mixable spirit, the beverage can be enjoyed in many different ways. It is really just a matter of personal preference. Alatorre had his own recommendations, having been in the tequila industry for so long. “If you like aged spirits, then Patrón Reposado, or Patrón Añejo or one of our aged Gran Patrón tequilas may be to your liking. If you prefer clean and crisp spirits, without any oak taste, then I suggest you drink Patrón Silver or Gran Patrón Platinum tequila. And of course, if you enjoy coffee then Patrón XO Cafe is a musthave!” he suggested. The conversation then led to food, during which I discovered that Patrón Silver pairs well with salads, chicken, fish, seafood, while Patrón Reposado goes famously with beef, pork or red meat. Patrón Añejo can be paired with spicy food and is the perfect accompaniment to cigars. For coffee-lovers is the XO Café which adds more to tiramisu or as a finishing touch to your ice cream, while the Patrón Citrónge line is perfect for salad dressings. I asked if Patrón could be mixed with anything else, to which he replied that it can be on the rocks, in a margarita, drank with tonic water or grapefruit soda and ice. With so many options available and given its flexibility, it is no wonder why Alatorre is so proud of the beverage that, as he said, captures the true spirit of Mexico. But what about those who shy away from tequila, the crowd who refuses to believe that their perceptions can change and that they could, in fact, have a smashing time? His answer was confident and succinct, “Try it again, but this time try a Patrón.”