Even though alcohol sales are fairly flat, Patrón has seen a 10 percent boost in worldwide business this year. But why? John McDonnell, Chief Operating Officer at Patrón Spirits International, told MainStreet: “It’s a proven fact that companies and brands that continue to spend through a recession are that much stronger long term. While other companies cut back on marketing spend, discount and coupon, we’ve done none of that. We’ve continued our marketing support of each of the brands in our portfolio – Patrón tequila, Pyrat rum, and Ultimat vodka – and as a result each of these brands are showing worldwide growth.” We think it’s because people just like to drink, and tequila happens to be the most festive shot.