Bacardi completes $5.1bn deal for Patrón Tequila

Jane Ryan

30 April 2018

Bacardi has announced it is the sole owner of Patrón Spirits, following the completion of a $5.1bn (£3.6bn) deal, which makes it the largest super-premium spirits company in the US.

The purchase comes after Bacardi, which is currently the largest privately held spirits company in the world, took an initial 30% stake in Patrón Spirits in 2008.

‘We are delighted to welcome the team from Patrón into the Bacardi family,’ said Mahesh Madhavan, CEO of Bacardi. ‘We continue to be inspired by their passion, culture of caring, attention to detail, and unwavering commitment to quality. Our promise is to uphold these qualities to ensure the product integrity, innovative marketing, and commercial success of Patrón tequila for years to come.’

Included in the purchase with Patrón tequila is its many expressions including Roca Patrón, Gran Patrón, Xo Café and Citrónge as well as liqueurs Pyrat and Ultimat.

However, for the UK on-trade there will be no change of faces as Patrón's team has been under the Bacardi umbrella for some time, after the tequila brand moved its distribution from Cellar Trends to Bacardi Brown-Forman Brands in 2014. Patrón ambassador Karine Tillard is also already a part of Shervene Shahbazkhani's Bacardi advocacy team based in London.

‘This is a momentous day for all of us at Patrón Spirits, and we are optimistic about the opportunities that lie ahead,’ said Patrón Spirits President and CEO Edward Brown. 'With Bacardi and its global presence, there is vast potential to grow the Patrón brand outside the United States, which is particularly exciting.

‘Patrón has been a personal passion of mine for nearly 20 years, and I am thrilled to now be a part of the Bacardi family.’

Related articles

News

UK finalists announced for Patrón Perfectionists Cocktail Competition

Having bested hundreds of entries, triumphed in their respective regional heats and, no doubt, tasted large quantities of tequila, six UK finalists ha

News

Fever-Tree and Patrón launch first tonic designed specifically to be mixed with tequila

Tonic is casting gin aside for a new bedfellow, as Fever-Tree teams up with Patrón to create the first tonic specifically designed to be mixed with te

Spirits & Cocktails

Pernod Ricard completes Del Maguey Mezcal deal

Pernod Ricard has acquired a majority stake in Del Maguey Single Village Mezcal, the number one mezcal brand in the US.Del Maguey Single Village Mezca

Spirits & Cocktails

Greg Almeida crowned UK Patrón Perfectionists champion

Yesterday afternoon, Greg Almeida of The Rosewood Hotel's Scarfes Bar was named UK champion for this year’s Patrón Perfectionists Cocktail Competition