Who Owns Patrón Tequila Now? A Deep Dive into the Brand’s Ownership
Patrón Tequila is now owned by Bacardi Limited, a privately held, family-owned spirits company based in Bermuda. Bacardi completed the acquisition in April 2018 in a deal valued at $5.1 billion.
A Legacy of Luxury: Patrón’s Rise to Prominence
Patrón’s journey from a relatively unknown tequila brand to a global icon of luxury is a fascinating story. Founded in 1989 by John Paul DeJoria and Martin Crowley, Patrón quickly distinguished itself from other tequilas through its distinctive bottle and commitment to quality. They focused on using traditional production methods and 100% Weber Blue Agave, creating a smoother, more refined tequila that appealed to a discerning clientele.
Bacardi’s Acquisition: A Strategic Power Move
Bacardi’s acquisition of Patrón was a strategic move to bolster its portfolio and gain a stronger foothold in the rapidly growing premium tequila market. Bacardi, already a giant in the spirits industry with brands like Bacardi rum, Grey Goose vodka, and Bombay Sapphire gin, saw Patrón as the perfect complement to its existing offerings. The purchase solidified Bacardi’s position as a leader in the luxury spirits category.
Benefits for Patrón Under Bacardi’s Ownership
While some consumers worried about changes to the quality and character of Patrón after the acquisition, Bacardi has largely maintained the brand’s commitment to traditional production methods and quality ingredients. Benefits of the acquisition include:
- Expanded Distribution Network: Bacardi’s extensive global distribution network has allowed Patrón to reach new markets and consumers.
- Increased Marketing Resources: Bacardi has invested heavily in marketing and advertising to further strengthen Patrón’s brand image.
- Potential for Innovation: While maintaining tradition, Bacardi’s resources provide opportunities for innovation in new product development within the Patrón brand.
Production Processes: Maintaining Tradition
A crucial aspect of Bacardi’s acquisition strategy was to maintain Patrón’s distinctive production processes. This commitment ensured that the brand’s core values – quality and craftsmanship – remained intact. The key steps in Patrón’s production are:
- Harvesting Agave: Only 100% Weber Blue Agave is harvested at optimal ripeness (approximately 7-8 years).
- Baking: The agave piñas are baked in small brick ovens for 79 hours.
- Crushing: Two methods are used: a traditional tahona (volcanic stone wheel) and a roller mill.
- Fermentation: The juice is fermented for three days in wooden vats.
- Distillation: Double distillation in small copper pot stills.
- Aging (for aged expressions): Reposado and Añejo tequilas are aged in a variety of oak barrels.
Common Misconceptions About Patrón’s Ownership
One of the most common misconceptions is that the acquisition has drastically altered the flavor or quality of Patrón tequila. While there have been subtle changes over time (as with any brand), Bacardi has largely kept the core recipe and production methods consistent with the original Patrón vision. Another misconception is that one of the original founders is still actively involved in the day-to-day operations. While they may retain some advisory role, they no longer hold an ownership stake.
Frequently Asked Questions
What motivated Bacardi to purchase Patrón?
Bacardi sought to strengthen its portfolio in the rapidly growing premium tequila segment. Tequila, and especially premium tequila, was (and still is) experiencing significant growth, making Patrón a highly desirable asset.
How much did Bacardi pay for Patrón?
Bacardi acquired Patrón for a staggering $5.1 billion in cash and stock, making it one of the largest acquisitions in the spirits industry.
Has the quality of Patrón changed since Bacardi took over?
While subjective, most tequila aficionados agree that the core quality of Patrón has remained consistent. Bacardi has maintained the traditional production methods and commitment to 100% Weber Blue Agave.
Where is Patrón Tequila produced?
Patrón Tequila is produced at the Hacienda Patrón distillery in Atotonilco El Alto, in the highlands of Jalisco, Mexico.
Who are the key people now in charge of the Patrón brand at Bacardi?
While Bacardi’s leadership team oversees the brand, specific individuals responsible for day-to-day operations may vary. Check Bacardi’s company directory for current leadership details pertaining specifically to the Patrón brand.
Are the original founders of Patrón still involved with the company?
John Paul DeJoria and Martin Crowley are no longer involved in the ownership or day-to-day management of Patrón. However, they may have advisory roles or maintain a connection to the brand in some capacity.
What are the different types of Patrón Tequila?
Patrón offers a variety of tequilas, including:
* Patrón Silver
* Patrón Reposado
* Patrón Añejo
* Patrón Extra Añejo
* Roca Patrón (made exclusively with the tahona wheel)
* Limited Edition expressions
Has the price of Patrón changed significantly since the acquisition?
While prices can fluctuate due to market conditions and other factors, there hasn’t been a dramatic, across-the-board price increase directly attributable to the Bacardi acquisition. Price changes are more likely due to inflation, supply chain challenges, or changes in distribution costs.
What is the future of Patrón under Bacardi’s ownership?
The future of Patrón is likely to involve continued growth, innovation, and brand expansion. Bacardi is expected to leverage its resources to further strengthen Patrón’s position as a leading premium tequila brand.
Does Bacardi own any other tequila brands besides Patrón?
While Bacardi has an extensive portfolio, Patrón is currently its flagship tequila brand. It’s important to note that brand portfolios can change through acquisitions and divestitures.
Is Patrón still considered a ‘small-batch’ tequila?
While the production volume of Patrón has increased significantly over the years, the brand still maintains a focus on traditional production methods and small-batch distillation, which distinguishes it from mass-produced tequilas.
Where can I find the most up-to-date information on Bacardi’s ownership and management of Patrón?
The best sources for the most up-to-date information are Bacardi’s official website, press releases, and reputable financial news outlets that cover the spirits industry.