Spirits initiatives championing sustainability

From single-use plastic to endangered species, the spirits sector has made great strides when it comes to saving the planet through bold campaigns centred on sustainability. Here, we present 10 initiatives tackling environmental issues for World Earth Day today (22 April). Over the past few years, the spirits industry has sought to channel eco-friendly messages through its marketing campaigns in a bid to encourage the world to take notice of important issues such as recycling…

Continue Reading →

Patrón and Harvey Nichols bottle single cask añejo

Bacardi-owned Patrón has teamed up with Harvey Nichols to create a limited edition single cask añejo Tequila, available exclusively from the luxury department store’s website. The new bottling is the first single cask expression from the Tequila brand to be made available in the UK. Patrón launched its single barrel programme in 2014, allowing close friends and partners the chance to create their own Tequila. Matthew Sykes, senior director of global marketing for Patrón, said:…

Continue Reading →

Patrón donates $1m to hospitality charities

Bacardi-owned Patrón Tequila has donated US$1 million to support charities providing relief for families, individuals and business owners in the hospitality industry that have been affected by the coronavirus pandemic. The charities that Patrón plans to support are: Children of Restaurant Employees; Another Round, Another Rally; and The James Beard Foundation. Children of Restaurant Employees distributes funds to families of restaurant employees to pay for things such as medical supplies and equipment, petrol, groceries, clothing, therapy,…

Continue Reading →

Ex-Diageo exec joins Patrón and Grey Goose as CMO

Bacardi has hired former Diageo boss Kathy Parker as chief marketing officer (CMO) for Patrón Tequila and Grey Goose vodka. Parker will step into the role following the departure of Lee Applbaum, who left the CMO position in August 2019 and joined global cannabis firm Surterra Wellness. In her new role at Bacardi, Parker will drive global strategy including brand equity, architecture, positioning and integrated marketing across creative, media and experiential. She will also lead new…

Continue Reading →

Artesian’s Cuccurullo wins Patrón Perfectionists competition

Giulia Cuccurollo, of Artesian in London, has been crowned winner of the 2020 Patrón Perfectionists Cocktail Competition following an impressive global final. The final of the competition, which took place at Hacienda Patrón, Mexico, saw 21 bartenders from around the world tackle challenges that could earn them a spot in the top seven and the grand final of the contest. During the grand final, Cuccurullo faced Tobias Linder of Jigger & Spoon, Germany, Switzerland and…

Continue Reading →