14 December 2006
$450 for a bottle of Tequila Patron? No gracias!
That same weekend, I downed a copious amount of tequila in Atotonilco el Alto, Jalisco - where Tequila Patron is made - at my landlady's family reunion. Of course, since Atotonilco is a legendary tequila-producing town, we drank the local brands: mainly 7 Leguas and 3 Magueyes. Don Julio, which is also distilled locally, was absent, perhaps due to its high price - which in Mexico is far less than what the LCBO wants for Tequila Patron. Also missing was Tequila Patron, a brand gaining fame outside of Mexico, but everyone in Atotonilco that day had little positive to say about it. When I told one cousin about the $450 price tag, she commented: "That's abusive."