It’s a more competitive field than many, even if the winner remains the same as it has for the past eight years.

To celebrate World Earth Day, Patrón Tequila will join forces with The Conduitin London to host Cocktails with a Conscience on 24 April 2019.

Dave Wilson, global president and CEO of Patrón Spirits International and The Patrón Spirits Company, will retire as of April 1, 2019.

Fever-Tree and Patrón Tequila have joined forces to release Fever-Tree Citrus Tonic Water, a mixer specifically designed to pair with Patrón tequila.

Bacardi Limited has agreed to acquire 100% ownership of Patrón Spirits International AG and its Patrón brand, one of the world’s leading premium tequilas.

Patrón Spirits has announced Lee Applbaum has joined the company as chief marketing officer.

The Tequila Chamber (CNIT) is working on a campaign to develop China into the category’s number two export market, now that Chinese tequila-importation laws have been relaxed.

The category is densely populated and very competitive in the mainstream, but there are rich pickings to be had as liqueurs gain a new status. Patience Gould reports

South Africa: Patron has launched its first billboard campaign outside of the US.