Patrón Spirits appoints new CMO

Patrón Spirits has appointed a new chief marketing officer ahead of Matt Carroll’s retirement at the end of the year.

Lee Applbaum joins Patrón Tequila as its new COO

Lee Applbaum, previously CMO for Target Australia and RadioShack Corporation, has joined the company to direct Patrón’s global marketing communications across its entire portfolio.

Dave Wilson, chief operating officer of Patrón Spirits who himself joined the group just four months ago, said Applbaum’s experience with several large multinational companies made him perfect for the role.

“Lee’s distinguished career as a marketer, and his immeasurable experience in leading top consumer brands, will be an important asset as we continue to grow Patrón, Ultimat vodka, and Pyrat rum across the world,” said Wilson.

“We wouldn’t be where we are today without the tremendous efforts of Matt Carroll, but I’m very confident that under Lee’s stewardship, we’ll continue to set new standards in the industry,” he added.

Under the Patrón brand, Applbaum will be responsible for the global communication of Gran Patrón Burdeos, Gran Patrón Piedra, Gran Patrón Platinum, Patrón Silver, Patrón Reposado, and Patrón Añejo, as well as Patrón XO Cafe and Patrón XO Café Dark Cocoa coffee liqueurs, and Patrón Citrónge extra fine orange liqueur.

“I’m honored to join the Patrón Spirits team and help lead a portfolio of truly iconic, global brands,” said Applbam. “Patrón created the ultra-premium Tequila category, and I’m energized by the opportunity to continue Matt’s legacy, driving marketing innovation across our business.”