Patrón Signs Agreement With Bacardi
To distribute its tequila throughout Mexico
Patrón has signed an agreement with Bacardi to distribute its tequila throughout Mexico, reported Drinks International. 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,” the website stated.
Reportedly, 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 in Jalisco for trade visits, trainings and other incentives.
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