The deal will see distribution throughout Turkey, with a focus on high-end restaurants, bars, clubs, hotels and 'premium' retail locations in key cities and resorts.
According to Patrón Spirits, Istanbul-based BT is one of the oldest and largest spirits import, distribution and marketing companies in the country. It was established in 1974.
John McDonnell, chief operating officer of Patrón Spirits International said: “Turkey’s economy is growing quickly, and its population is young and urban – important factors that contribute to the country’s increasing appetite for high-end imported spirits.
“BT’s knowledge and understanding of the market, together with their impressive history of building successful wine and spirits brands, makes them an ideal partner for us in this rapidly expanding Mediterranean market.”
Burak Tureci, chairman of BT said: “Patrón has brought a fantastic synergy to our premium brand portfolio. BT’s strong portfolio in Turkey includes brands such as Glenrothes, Belvedere, Russian Standard, Moët & Chandon, Cutty Sark, Hennessy, Drambuie, Amarula, Dom Pérignon, Veuve Clicquot, Krug, and Fleur Du Cap.”
Patrón and BT will support the brand in Turkey with trade and consumer education and events, and signature cocktails.