Analysis

Bacardi buys Patron - Where does Patron sit in Tequila and what does this mean for Diageo, Pernod Ricard, Gruppo Campari? - Analysis

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Earlier this week, Bacardi announced its intention to take full control of the Patron Tequila brand. The transaction, which should close before the end of June, sees the high-end Tequila segment leader enter the Bacardi stable. Here, just-drinks looks at the global Tequila category, Patron's position in it, and how the competition should be feeling today.


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