Patrón Tequila set for Bacardi move

Following Bacardi Limited’s global acquisition of Patrón Tequila earlier this year, Bacardi-Martini Australia (BMA) is taking over the exclusive distribution of the brand later this week.

Patrón will move from its current distribution partner, South Trade International and into the BMA portfolio on Wednesday, 1 August.

Bacardi-Martini NAPAC Vice President Denis Brown, was understandably excited about welcoming the world’s top-selling ultra-premium tequila to the company.

“We’re thrilled to welcome the Patrón brand to the Bacardi family, naturally, a perfect fit alongside our super premium offering including Grey Goose, Bombay Sapphire and St Germain amongst others,” Brown said.

“The tequila category brings a significant growth opportunity for us, and we are confident that Patrón has all the credentials to lead the category value. We look forward to partner with our customers to realise this growth with them.”

Bacardi Limited has owned a minority stake in Patrón since 2008, and in January agreed to acquire 100 per cent ownership of Patrón Spirits International AG and its Patrón brands, in a deal worth $5.1bn.