Producer
Patrón Spirits Company (Bacardi Limited)
Patrón Spirits Company (Atotonilco el Alto, Los Altos de Jalisco Mexico; owned by Bacardi Limited since 2018 acquisition for $5.1B; previously privately held by John Paul DeJoria and Martin Crowley since 1989) is the #1 premium tequila brand globally by value. Patrón uses only 100% Blue Weber agave piñas from Los Altos highlands of Jalisco — the high-altitude region where agave grows slower (longer maturation = higher sugar content) and produces a distinctive citrus-forward flavor profile. Patrón's Hacienda Patrón distillery employs traditional tahona (volcanic stone wheel) and roller mill extraction and uses exclusively artisan fermentation and distillation processes. Patrón's acquisition by Bacardi for $5.1B in 2018 was the largest tequila acquisition in history at the time — demonstrating the premium tequila market's value creation.
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Patrón Tequila Brands
60%Bacardi Spirits Portfolio (Parent)
35%Agave Farming & Hacienda
5%
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Did you know2024
Bacardi Limited (Hamilton, Bermuda; the world's largest private spirits company) owns simultaneously: (1) Bacardi rum — the world's best-selling rum brand, produced at Bacardi's Puerto Rico and Mexico rum distilleries; (2) Patrón Tequila — the world's #1 premium tequila brand, produced in Los Altos Jalisco from highland Blue Weber agave; (3) Grey Goose vodka — a premium French wheat vodka; (4) Bombay Sapphire gin — a London dry gin from Hampshire England. The Bacardi corporate entity — founded in Cuba in 1862 and nationalized by Castro's government in 1960 (forcing the family to recreate the business from nothing in Puerto Rico) — is now the world's largest private owner of spirit brands spanning four different base ingredients (sugarcane rum, agave tequila, wheat vodka, juniper gin) across five countries of origin. Patrón's Los Altos highland agave supply chain is thus ultimately owned by a Bermuda-registered Cuban exile family company — Cuban rum brand + Mexican agave tequila brand under one Hamilton Bermuda holding structure.
Bacardi Limited ↗Origin2023
Patrón Spirits Company was founded in 1989 by John Paul DeJoria and Martin Crowley — DeJoria being the same entrepreneur who co-founded John Paul Mitchell Systems hair care products in 1980 with $700 while sleeping in his car (making Patrón the second major consumer brand DeJoria built from poverty to billion-dollar valuation). Patrón was designed from inception as a premium tequila to compete with Scotch whisky and Cognac at the top of the spirits market — an unusual ambition in 1989 when premium tequila was not an established category. Bacardi Limited acquired Patrón for $5.1B in 2018 — at the time the largest tequila brand acquisition in history — adding Patrón to Bacardi's portfolio of Bacardi rum, Grey Goose vodka, and Bombay Sapphire gin. Patrón's $5.1B acquisition price for a brand with no physical asset ownership (Bacardi does not own the agave farms or have a long-term agave supply contract) was effectively paying for brand equity and the premium tequila market's projected growth.
Patrón Spirits Company (Bacardi Limited) ↗