Bacardi Buys Tequila Patron in US $5.1 Billion Deal

What: Bacardi, the spirits company best known for its rum, has added Patrón tequila to its more than 200 labels.
Why it matters: Even though general alcohol sales have decreased, sales of Tequila have increased, prompting major firms like Diageo and Pernod-Ricard (and now Bacardi) to close important deals with tequila makers.

 

Bacardi has announced it will buy Patrón Spirits, one of the best-known premium tequila brands. According to an official statement by both brands, the deal should be closed by the end of the first semester of 2018.

Bacardi and Patrón have held a close relationship for over a decade; according to the Wall Street Journal, the Bermudas-based rum brand already held a 30% of Patrón's stake. With this new deal, Bacardi will hold 100% of the tequila company, adding it to the more than 200 labels already in the company, which include Bombay Sapphire gin, Grey Goose vodka, and Dewar's scotch whiskey.

 

According to the announcement, Patrón's value is US $5.1 billion, which will be added to Bacardi's assets. Patrón produces more than 36 million bottles each year, reaching over 100 countries. Adding Patrón to Bacardi's labels means a "great opportunity" for the global expansion of that brand of tequila, said Mahesh Madhavan, CEO of Bacardi. The Patrón deal makes Bacardi the top spirits maker in the so-called super-premium segment of the US market and the second largest spirits company in the market by value, only behind Diageo.

 

 

 


Janet Grynberg @grynberg_janet

Janet has worked as editor and translator since 2013. After graduating with honors when receiving her Bachelor's Degree in English literature, she began working as a book reviewer for Expansión, the leading business magazine in Mexico. She has also worked as editor of young adult literature for publishing houses like Planeta and Penguin, and she's the author of a book of short stories. She's in the process of getting her MA in English at McGill University. Her interests include arts, good food, and her 8 pets.

MORE FROM PORTADA

GroupM’s Susan Schiekofer and Undertone’s Michael Pallad Will Discuss Brand Safety at #PortadaNY

GroupM’s Susan Schiekofer and Undertone’s Michael Pallad Will Discuss Brand Safety at #PortadaNY

Do digital advertising standards and policies need to change in the light of fake news, transparency and ad fraud issues? Hear from the executive responsible for digital trading and implementation across all of GroupM’s agencies about what needs to be done so that brands demands are 100% met.



Women in Marketing and Media: If You Don’t See Her, You Can’t Be Her

Women in Marketing and Media: If You Don’t See Her, You Can’t Be Her

Although women are increasingly more visible in the industry, there’s still a long path to go towards women achieving their full potentials and pushing their untapped capabilities to the maximum, especially for Hispanic and African-American women, who feel their barriers are even higher.