Bacardi has unveiled a new video for Patron Tequila featuring the brand’s compatriot – and Formula One racing driver – Sergio Perez.

The 60-second spot, which is available to watch via Patron’s YouTube channel and will be hosted on Social Media by Perez, starts with the driver enjoying a glass of Patron in his home country of Mexico. In the video – titled ‘Patron x Sergio Perez: Driven by Passion’ – Perez reflects on his journey to F1.

Further collaborations between Patron and Perez will be announced in the future, the brand owner said, without providing details.

In January, Bacarid, which purchased Patron outright four years ago, released a new expression of Patron in tangible and digital formats for the US market. The non-fungible token (NFT) version of Patron Chairman’s Reserve was sold at a price of US$4,500.

Supply Chain Special – What’s the impact on spirits? – Click here for a Just Drinks comment

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData