BBFB adds Patrón tequilas and liqueurs to premium portfolio


Patron

Distribution of the premium range of Patrón tequilas and liqueurs in the UK has switched to leading spirits supplier Bacardi Brown-Forman Brands (BBFB).

From this month, it is joining a portfolio that includes Grey Goose vodka, Bombay Sapphire gin, Bacardi rum, Jack Daniel’s whiskey and Chambord liqueur.

It will make an appearance for BBFB today (October 6) at London Cocktail Week at the BBFB hub at the Seven Dials Club in Covent Garden.

UK brand ambassador Zoran Peric, who worked on Patrón with previous distributor Cellar Trends, will present the range from 6pm to 9pm, including the ultra-premium extra-añejo Gran Patrón Piedra.

Amanda Almond, managing director in the UK and Ireland for BBFB, said: “We continue to grow business in the UK and pride ourselves in offering our customers an unrivalled portfolio of well-known premium brands steeped in heritage.

“This distribution agreement will benefit UK consumers as they continue to trade up to premium choices, choosing brands they know and trust.

“Patrón tequilas and liqueurs will complement our existing strength in premium vodka, rum, gin and American whiskey, making BBFB the premium spirit partner of choice for customers in the UK.”

The Patrón Spirits’ distribution agreement with BBFB is part of a pan-European strategy to consolidate distribution of the Patrón portfolio with Bacardi in pivotal markets. Bacardi also currently represents Patrón in Germany, France, Italy, Spain, and Switzerland along with other selected markets in Asia and Latin America.

Dave Wilson, president, international and global chief operating officer at Patrón Spirits International, said: “The UK’s thirst for sophisticated, luxury spirits continues to expand, and no one understands this important market better than Bacardi Brown-Forman Brands.

“The UK is a critical focus market for us, and with the strong Bacardi resources and footprint there, together with its impressive history of distributing successful ultra-premium brands, we are ideally positioned to grow and introduce our portfolio of luxury spirits to more people throughout the United Kingdom.”

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