Chipotle Makes Over Margaritas With Patron

The fast-casual chain will use Patron Silver tequila for its margaritas in an effort to serve a better-tasting cocktail.

April 22, 2013

NEW YORK – Chipotle is getting serious about its margaritas. Beginning April 29, the fast-casual chain will add Patrón Silver tequila as an option for its margaritas, in addition to its selection of bottled beers at about 900 locations that have liquor licenses, reports BusinessWeek.

Patrón Silver tequila typically retails for more than $40 a bottle. Chipotle’s standard margaritas currently use Sauza tequila, which will become the house margarita and retail for about $5. The news source adds that the Patrón cocktails will cost $6.50 to $8, depending on the location. Chipotle spokeswoman Danielle Winslow told the news source that “the motivator for this new margarita was to make [the old one] taste better.”

So why switch to Patrón? “Historically, margaritas account for a pretty small percentage of sales — between 1 and 2% — but we think there may be more interest in this Patrón premium margarita,” Winslow added. In fact, it could translate to about $27.3 million to $54.6 million worth of margaritas, based on 2012 revenues for the chain.

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