BACARDI TAKES ON PATRÓN

In Drinks Spirits by Clyde Mooney

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The world’s largest privately held spirits company will assume distribution of the world’s top-selling ultra-premium tequila from 1 August, following Bacardi-Martini’s acquisition of Patrón Spirits International AG.

Patrón is accredited with a major role in lifting the status and versatility of tequila, largely through its stoic global brand investment and reputation for quality, using the highest grade hand-harvested Weber Blue Agave, with individual labelling, numbering, and inspection of each bottle.

It is the biggest selling tequila in its bracket, growing sales volume year on year.

Don Bacardi is accredited with bringing the rum category to the people, creating the first mixable rum from his distillery founded in Santiago de Cuba in 1862. Seven generations of the Bacardi family later, Bacardi-Martini boasts more than 200 brands and labels.

The company says the tequila will sit well beside its other super premium lines, Grey Goose vodka and Bombay Sapphire gin.

“We are thrilled to welcome the Patrón brand to the Bacardi family,” says Bacardi-Martini NAPAC Vice President Denis Brown.

“The tequila category represents a significant growth opportunity for Bacardi-Martini locally and we are excited to partner with our existing and new customers to drive this growth with them through Patrón.”

Bacardi-Martini Australia will take over exclusive distribution of Patrón tequila from South Trade International from 1 August, 2018.