Patrón Spirits Company has increased its distribution for its portfolio in the UK.

The US-based company confirmed today (16 July) that it has signed an agreement with Cellar Trends to handle its products, which includes its namesake Tequila brand, in both the on- and off-trade in the UK. The deal will take effect from 1 August.

"The interest in Patrón and other ultra-premium tequilas and high-end spirits continues to skyrocket in the UK," said John McDonnell, chief operating officer of Patrón Spirits Company. "In Cellar Trends, we've found a partner with a proven track record in building successful brands. We're looking forward to working with them to introduce our Patrón tequila and Pyrat rum portfolio to more people in Great Britain, and growing our presence throughout the country."

Martin Watts, joint owner and managing director of Cellar Trends, added: "Patrón tequila is undoubtedly the most popular spirit brand in the US today and is quickly developing a consumer base throughout the world. The growth opportunities for Patrón are endless here in the UK, and we're excited to be working with The Patrón Spirits Company to champion this brand."

Last month, Cellar Trends took over distribution of Fior Brands, a joint venture in the UK between Gruppo Campari and Morrison Bowmore Distillers. Cellar Trends, which had distributed Grey Goose vodka in the UK prior to its acquisition by Bacardi, has a strong on-trade presence with brands like Luxardo sambuca and Jägermeister.