The Patrón Spirits Co. has appointed Valora Trade as the distributor for its ultra-premium namesake Tequila brand in the Scandinavian travel-retail market.

The deal with Valora, a Switzerland-based firm with regional offices in Denmark and Finland, is the latest in a series of recent distributor agreements, which have extended Patrón's travel-retail reach as far as Ukraine and Thailand.

Patrón vice-president Mike Hill said the deal with Valora would allow Patrón access to the Nordic ferry and cruise sector, which continues to generate large liquor sales volumes.

"Valora have a dedicated duty-free team, and we have been impressed by their excellent understanding of brand marketing," he added.

Organic year-to-date sales of Patrón in the travel retail sector are up 50% on 2007.