Francisco Alcaraz was a master distiller of tequila whose scientific knowledge, passion, and unconditional commitment to quality contributed to producing Patrón, one of the best tequilas in the world.
Video spotlight: Patrón Tequila: Our Story
Along the way, the business success of Patrón has attracted many investors, including Bacardi.
Will Bacardi’s business model of favoring industrial over artisanal production pose a risk to the quality reputation of Patrón?
This post is based on the Bloomberg article, Patrón Made Tequila Top-Shelf. Will Bacardi Dilute It?, by T. Genoways, July 31, 2018. Image source: C Squared Studios/Getty Images.
1. According to the Kano model, what type of quality does Alcaraz want to produce? Will there be a shift if Bacardi wants to boost volume?
Guidance: Review basic quality, performance quality, and excitement quality. Given Alcaraz’s insistence on premium quality as opposed to volume, he aims at producing tequila that will deliver excitement quality. The blind taste test at Spago provides further evidence of this approach to quality. Discuss the potential for a “downgrade” to performance quality if Bacardi wants to boost volume.
2. What are the pros and cons of Bacardi’s production methods?
Guidance: Continue reading