Patrón Tequila
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.
- Company typePrivate
- Founded1989
- HeadquartersAtotonilco El Alto, Mexico
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
Patrón Tequila firmographics
Firmographics- 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
Patrón Tequila industry classification
Industry- 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
Where Patrón Tequila is headquartered
LocationHeadquarters
- HQ city
- Atotonilco El Alto
- HQ country
- Mexico
- HQ region
- Latin America
Offices1 record
Markets served
Patrón Tequila business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Others
Revenue model
- 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.
- 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.
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | PATRÓN 100 - 100 proof small-batch expression at 50% ABV with no dilution, distilled-to-proof release |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels12 records
Patrón Tequila product offering
Product offeringCore 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
Companies that use Patrón Tequila
Customer profileSegments4 records
Ideal customer profiles2 records
Patrón Tequila technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Patrón Tequila partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor, core and major.
- Bartending CommunityminorSupport 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 / NBAcorePresenting 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 TorocoreGlobal 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.
- ESPNmajorTelevision 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 AwardscoreInaugural 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 PrixmajorOfficial 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 AwardscoreOfficial 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 EntertainmentcorePartnership 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
Patrón Tequila competitors and assessment
Company assessmentDirect 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
Patrón Tequila social profiles
Digital presencePatrón Tequila financial estimates
Financial estimateRevenue estimate
Valuation estimate
Patrón Tequila leadership team
Management profileNumber of profiles
Patrón Tequila funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Patrón Tequila M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Patrón Tequila
What does Patrón Tequila do?
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.
Is Patrón Tequila a public or private company?
Patrón Tequila is a private company. It is classified as corporate owned and is currently operating.
When was Patrón Tequila founded?
Patrón Tequila was founded in 1989. It employs 1,001 to 5,000 people.
Where is Patrón Tequila based?
Patrón Tequila is headquartered in Atotonilco El Alto, Mexico, in the Latin America region.
How does Patrón Tequila make money?
Four revenue lines are on record. Premium Tequila Product Sales are the primary driver. The others are premium Liqueurs and Flavored Spirits, personalization and Gifting Services and limited Edition and Specialty Releases.
Who are Patrón Tequila's main competitors?
Direct peers on record are Avión Tequila, Clase Azul, 818 Tequila, Maestro Dobel, Casamigos Tequila, Casa Dragones and Don Julio Tequila. Emerging players are Cincoro Tequila and Teremana Tequila. Jose Cuervo is listed as a broad incumbent.
Does Patrón Tequila have an API?
No public API is recorded for Patrón Tequila.
What industry is Patrón Tequila in?
Patrón Tequila's product category is Premium Spirits. Its primary akta.pro industry code is CRADAIAH, Alcoholic Beverage Mixers & Cocktail Ingredients Brands (Non-alcoholic), with a secondary code of CRANABAF, Alcohol Subscription & Wine Clubs (Retail). Its NAICS code is 312140 and its SIC code is 2080.