When Bacardi pulled the plug on the coffee-flavoured tequila in 2021, fans were left stunned, scrambling to grab the last bottles and even launching a change.org petition.
While Bacardi cited strategic business reasons behind its decision to discontinue the flavour, it revealed a fervent and vocal community that the brand may not have fully appreciated until it was gone.
As marketers, we like to dream that it could have all been a big, bold marketing ruse to get us talking tequila, the likelihood is that the decision was purely commercial.
But now, with the spirit's popularity on the rise, and flavoured varieties like Patron XO Cafe providing an accessible entry point for newcomers to the category, perhaps it’ll stick around this time…?
