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Bacardi Brown-Forman to distribute Patron tequila in 'critical' UK market

Published:  06 October, 2014

Bacardi Brown-Forman Brands has taken over distribution of Patrón tequilas and liqueurs in the UK after the Mexican brand's seven-year deal with Cellar Trends came to an end.

Patron tequilas and liqueurs will now be distributed in the UK  by BBFBPatron tequilas and liqueurs will now be distributed in the UK by BBFB

BBFB already distributed Patrón in a number of key European markets including Germany, France, Italy, Spain and Switzerland, as well as a number of markets throughout Asia and Latin America. Patron describes the UK as a "critical focus market".

Amanda Almond, managing director in the UK & 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 UK's thirst for sophisticated, luxury spirits continues to expand, and no one understands this important market better than Bacardi Brown-Forman Brands," said Dave Wilson, president - international & global chief operating officer at Patrón Spirits International.

"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."

Bacardi Brown-Forman Brands is a trading name of Bacardi-Martini Limited. BBFB supplies a premium portfolio of brands including Grey Goose vodka, Bombay Sapphire gin, Woodford Reserve, Bacardí rum, Jack Daniel's and Chambord. The group is headquartered in Hamilton, Bermuda.