There will be a particular focus on top restaurants, bars, clubs, hotels and premium retail outlets in Mexico’s key markets.
Previously, the brand was available in selected cities and duty free.
Joe Arellano, Patrón’s vice president for travel retail and Latin America, said: “Mexico is one of our most important markets as we continue to expand Patrón’s presence worldwide. With Bacardi Mexico we will greatly benefit from their commercial and brand building acumen, as well as their well-developed local consumer insight.”
Bacardi’s portfolio in Mexico includes their namesake rums, scotches, vodka, gin and liqueurs.
Patrón and Bacardi will support the brand in Mexico with public relations and trade efforts, and events in major markets. The companies will also utilize Patrón’s distillery and guest Hacienda (the “Hacienda del Patrón”) in Jalisco for trade visits, trainings and other incentives.
Patrón tequila is available in 110 countries worldwide, and in duty free.
