Bacardi has appointed Lauren Mote as its new global category director, agave on-trade and Hacienda Patrón brand home experience.

In the newly expanded role, Mote will oversee global on-trade advocacy for the company’s agave spirits portfolio, including Patrón Tequila, Cazadores Tequila and Ilegal Mezcal, while also leading Hacienda Patrón’s La Casona brand home and hospitality programme in Jalisco, Mexico.

The appointment broadens Mote’s remit beyond Patrón Tequila, with responsibility for supporting the global development of the agave category across Bacardi’s on-trade business. 

Mote will also lead hospitality, education, advocacy and trade engagement initiatives at Hacienda Patrón alongside master distiller David Rodriguez and the brand home team.

Mote succeeds Matthew Sykes, who led Hacienda Patrón’s hospitality and visitor experience programme for the past 10 years.

In a LinkedIn post announcing the appointment, Mote said: “I couldn’t have foreseen all of this from where I started, which is exactly why I want to say it out loud. If sharing my journey helps one person in our industry believe their own version is possible, that’s the point. I’m proud to be a champion for bartenders+ everywhere. 

“Excited to work with the Hacienda Patrón hospitality and experience team, our amazing portfolio of agave brands, in every market, alongside the global bar community on this next chapter, and truly grateful for the chance to keep serving the community that’s given me so much,” the post continued.

Mote joined Bacardi in 2022 and has been responsible for championing Patrón Tequila and engaging with the global bar community.

Before joining the company, she worked across the hospitality sector in bar operations, beverage programme development and bartender training.