Patrón thought now would be a good time to put a $40 bottle of vodka on the market, even though people are spending less and staying home more. Ultimat is made from wheat, rye, and potatoes, and the fancy bottle might distract you from the notion that vodka doesn’t taste like anything. Patrón priced its bottle significantly higher than competitors Grey Goose ($30) and Ketel One ($23), and sales for both of those brands have slipped in the past year, the Journal reports today. Patrón did bow to market pressure a little the brand was originally priced at $50 a bottle.
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