Patrón: the brand everyone remembers and almost nobody buys

Three years of tequila sales at two of the biggest premium online liquor stores in America, one on each coast: almost 700 products and $1.21 million in tequila revenue. Added up by brand, Patrón comes in at $44,814 across both stores. Under four percent of all the tequila they sold.

One product, Clase Azul Reposado, brought in $102,494 across the same two stores. More than twice the entire Patrón brand.

Patrón Silver, the bottle that ruled every club and music video of the 2000s, sold 219 bottles in three years across both stores. Don Julio 1942 sold 655 at one store alone, at almost four times the price.

At a third store we run, Patrón's best seller this year was not a tequila you sip. It was a collector's edition: one bottle, half of all the Patrón revenue in that store. People still buy Patrón the object. They have stopped buying Patrón the drink.

In the last twelve months, sixteen thousand people clicked on Patrón in our ads at one of these stores. Each click brought in $1.33. For Don Julio, $5.10. Almost four times more.

At the other store, Patrón got 11,700 clicks, three times more than Don Julio, and Don Julio still brought in more money. Fewer than one in a hundred Patrón clicks turned into a sale. Casa Dragones, a brand most people have never heard of, turned its clicks into $63,000. More than three times Patrón.

Twelve months at the third store: Clase Azul $1.57 million, Fortaleza $185,000, Patrón $4,700. Less than a quarter of one percent of the tequila sold.