Patrón Tequila

What Patrón Tequila does

Patrón Tequila is a Mexico-based premium tequila producer founded in 1989 and headquartered in Jalisco, where all production is handcrafted at Hacienda Patrón using 100% Blue Weber Agave and traditional methods including tahona stone milling, small-batch processing, and charcoal filtration. The company was acquired by Bacardi Limited in 2018 and operates as a privately held subsidiary within Bacardi's diversified spirits conglomerate, with no public ticker. Its portfolio spans multiple price tiers — from Silver and Reposado through Añejo, Extra Añejo, Cristalino, EL ALTO, and EL CIELO, up to the ultra-premium Gran Patrón line (Platinum, Piedra, Burdeos) — supplemented by XO Cafe coffee liqueur and the Citrónge orange liqueur range. Limited-edition releases (Extra Añejo 5/7/10 Años, Ahumado, Lalique Serie 3, Heritage tins) anchor the collector and gifting segments.

Name

Patrón Tequila

Legal name

Patrón

Website

https://patrontequila.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Patrón Tequila is a Mexico-based premium tequila producer founded in 1989 and owned by Bacardi Limited, handcrafting 100% Blue Weber Agave tequilas across multiple tiers — Silver through ultra-premium Gran Patrón — for global retail, hospitality, and gifting markets.

Ownership category

akta.pro rank

Product category

Premium Spirits

NAICS

Distilleries (312140), Distilleries (31214)

SIC

Beverages (2080)

akta.pro primary industry

Alcoholic Beverage Mixers & Cocktail Ingredients Brands (Non-alcoholic) (CRADAIAH)

akta.pro secondary industries

Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Premium, Rare & Collectible Alcohol Retail (Fine Wine/Spirits) (CRANAAAJ)

Keywords

• Premium tequila
• Blue agave spirits
• Barrel aged tequila
• Flavored liqueurs
• Ultra-premium spirits

Headquarters

HQ city

Atotonilco El Alto

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Premium Tequila Product Sales: Core revenue from selling handcrafted tequila products across multiple tiers including Silver, Reposado, Añejo, Extra Añejo, Cristalino, El Alto, El Cielo, and Gran Patrón ultra-premium expressions. Revenue generated through retail, e-commerce, and direct sales.
2. Premium Liqueurs and Flavored Spirits: Sales of related products including PATRÓN XO Cafe (coffee liqueur), PATRÓN Citrónge Orange liqueur, and Citrónge Orange & Jalapeño Liqueur, extending the brand into adjacent spirit categories.
3. Personalization and Gifting Services: Revenue from personalized bottle services, engraving, and gift sets sold through the brand's gifting platform, offering premium customization for special occasions.
4. Limited Edition and Specialty Releases: Sales from limited edition products including Extra Añejo 10 Años, Extra Añejo 7 Años, Extra Añejo 5 Años, Ahumado expressions, Lalique series, and Mexican Heritage Tin collectibles.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels12 records

Core offering

Patrón Tequila produces premium and ultra-premium tequila from 100% Blue Weber Agave at Hacienda PATRÓN in Jalisco, Mexico. Its portfolio spans Silver, Reposado, Añejo, Extra Añejo, Cristalino, El Alto, El Cielo, Gran Patrón, and the 100-proof PATRÓN 100 expressions, alongside PATRÓN XO Cafe coffee liqueur and PATRÓN Citrónge orange liqueurs. Production is handcrafted using traditional methods, including tahona stone milling, small-batch fermentation, oak barrel aging, and charcoal filtration for the Cristalino expression.

Product overview

Patrón Tequila offers a portfolio of premium and ultra-premium tequilas crafted from 100% Blue Weber Agave, along with liqueurs and coffee spirits. The core lineup includes Silver, Reposado, Añejo, Extra Añejo, and CRISTALINO expressions, supplemented by sub-brands EL ALTO and EL CIELO. The ultra-premium Gran Patrón collection features Platinum, Piedra (using tahona stone production), and Burdeos (aged in Bordeaux barrels). The portfolio also includes XO Cafe coffee liqueur, Citrónge Orange and Citrónge Orange & Jalapeño liqueurs. Limited edition releases include aged expressions (5, 7, and 10 year Extra Añejo), specialty products (Ahumado smoked tequilas), Lalique crystal collaborations, and commemorative Heritage tins. In 2026, the brand launched PATRÓN 100, its first 100-proof distilled-to-proof expression.

Differentiator

Problem solved

Functional benefit

Brands

• PATRÓN Silver: Silver tequila, the flagship unaged expression.
• PATRÓN Reposado
• PATRÓN Añejo
• PATRÓN Extra Añejo
• PATRÓN Cristalino
• PATRÓN EL ALTO
• PATRÓN EL CIELO
• GRAN PATRÓN
• PATRÓN XO Cafe
• PATRÓN Citrónge
• PATRÓN 100

Products and services

• PATRÓN Silver

Quantifiable outcome

• First distilled-to-proof release maintaining full flavor intensity at 50% ABV with no dilution
• +1 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered minor, core and major.

• Bartending CommunityminorGTM or Marketing Partner · 15 April 2026Support for PATRÓN 100 launch through 'Let's Roll Tour' featuring 100 pop-up events with bartenders over 100 days, culminating on National Tequila Day during Tales of the Cocktail in New Orleans.
• Prime Video / NBAcoreGTM or Marketing Partner · 14 April 2026Presenting sponsor of Prime Video's NBA Nightcap post-game show throughout the NBA playoffs, marking significant advertising partnership during Amazon's inaugural season as NBA media partner. Includes media across all games, integrations within Nightcap, custom feature content, and custom spot featuring New York Knicks star Josh Hart.
• Guillermo del TorocoreGTM or Marketing Partner · 18 March 2026Global marketing campaign 'The Perfect Pour' in collaboration with acclaimed Mexican filmmaker Guillermo del Toro. Short film transforms the act of pouring tequila into a cinematic moment celebrating craftsmanship. Filmed at Hacienda PATRÓN in Jalisco, Mexico. Premiered on ESPN during NBA game and rolling out across television, digital, and social platforms worldwide.
• ESPNmajorGTM or Marketing Partner · 18 March 2026Television partner for premiere of 'The Perfect Pour' cinematic campaign during NBA game broadcast. Campaign rolling out across television, digital, and social platforms in the U.S. and other markets.
• Recording Academy / Grammy AwardscoreGTM or Marketing Partner · 15 January 2026Inaugural Official Tequila Partner for the 2026 Grammy Awards ceremony. Partnership includes signature official cocktail 'The Golden Record' created with PATRÓN EL ALTO, 360-degree bar activations at Grammy House, and hospitality moments throughout Grammy Week. Celebrates artistry and craftsmanship, extending Patrón's decades-long presence in music and highlighting Mexican production heritage.
• Circuit of the Americas / U.S. Grand PrixmajorGTM or Marketing Partner · 9 October 2025Official cocktail sponsor at U.S. Grand Prix, launching exclusive activations at Circuit of the Americas in Austin, Texas. Events include pop-up cantina with signature cocktail 'Patrón Citrus Circuit,' reimagined distillery experience, and dedicated Hacienda PATRÓN space at the race track.
• ARIA AwardscoreGTM or Marketing Partner · 1 January 2025Official Spirit Partner of the 2025 ARIA Awards, Australia's premier music awards. Patrón serves signature tequila throughout the event at Sydney's Hordern Pavilion, provides exclusive backstage bar for winners, and hosts the official PATRÓN x ARIA After Party. Aligns with brand's strategy to align with cultural moments celebrating craftsmanship and creativity.
• Live Nation EntertainmentcoreGTM or Marketing Partner · 29 July 2024Partnership for festival-focused product launches including Cristalino launch through Live Nation partnership, featuring live music festival activations and experiential marketing at music festivals.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Avión Tequila: Avión is a premium tequila brand known for its additive-free expressions across Silver, Reposado, Añejo, and Extra Añejo tiers. It competes directly with Patrón in the premium tequila category with comparable quality positioning and on-premise distribution.
• Clase Azul: Clase Azul is an ultra-premium Mexican tequila brand famous for its hand-painted ceramic decanters and limited-edition releases. It directly competes with Patrón's Gran Patrón line for ultra-premium tequila consumers and on-premise luxury accounts.
• 818 Tequila: 818 Tequila is a celebrity tequila brand co-founded by Kendall Jenner and acquired by Bacardi Limited, making it a sister brand to Patrón under the same parent. It directly competes with Patrón in the premium Blanco/Reposado/Añejo tier with celebrity-driven positioning.
• Maestro Dobel: Maestro Dobel is a premium tequila brand produced by La Cofradía, notable for pioneering the cristalino category with its Diamante expression. It competes directly with Patrón in the premium tier with innovation-forward positioning similar to Patrón's Cristalino launch.
• Casamigos Tequila: Casamigos is a premium celebrity tequila brand co-founded by George Clooney and acquired by Diageo for $1B in 2017. It competes head-to-head with Patrón in the premium tequila category with comparable Blanco/Reposado/Añejo tiered offerings and similar on-premise distribution.
• Casa Dragones: Casa Dragones is an ultra-premium sipping tequila founded by Juan Beckmann Vidal, focused on small-batch Joven and Añejo expressions. It competes directly with Patrón's Gran Patrón ultra-premium tier for high-end tequila enthusiasts and gifting occasions.
• Don Julio Tequila: Don Julio is a premium tequila brand owned by Diageo (via Don Julio's parent Beam Suntory), founded in 1942. It directly competes with Patrón across Blanco, Reposado, Añejo, and ultra-premium 70/1942 expressions in the same price tiers and on-premise accounts.

Emerging players

• Cincoro Tequila: Cincoro is a premium tequila brand founded by NBA team owners including Michael Jordan and Jeanie Buss, with luxury positioning. It competes with Patrón's premium tier through similar sports and lifestyle association strategies, though at smaller scale.
• Teremana Tequila: Teremana is a celebrity tequila brand founded by Dwayne Johnson in 2020, produced in Jalisco using traditional methods. As a rapidly growing premium tequila competitor with celebrity-driven positioning, it intersects with Patrón's premium tier but with shorter brand history.

Broad incumbents

• Jose Cuervo: Jose Cuervo (Becle) is the world's largest tequila producer and a broad incumbent spanning mainstream Especial through premium Reserva de la Familia. While it competes with Patrón in premium tiers, its broader portfolio and value-tier dominance make it an industry-wide incumbent rather than a direct specialty peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Patron
• Facebookfacebook.com/patrontequila

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Patrón Tequila