Patrón named GQ Awards spirits partnerBy Nicola Carruthers
Tequila brand Patrón has partnered with magazine GQ to become the exclusive spirits partner of the 19th annual GQ Men of the Year Awards.
Patrón will serve both signature as well as tailor-made cocktails during the main awards ceremony, set to take place tomorrow (6 September) at the Tate Modern.
Cocktails include the Patrónic (Patrón and tonic), Perfect Patrón Margarita, Patrón Espresso Martini and a bespoke GQ Old Fashioned cocktail with Patrón Añejo.
The brand is also the category sponsor of the Patrón Tequila Solo Artist of the Year Award.
The annual GQ Men of the Year Awards started as an intimate reception for a select cluster of stars in 1998. The event has since evolved into one of the UK’s most significant award ceremonies, celebrating the year’s finest males and this year, two standout females.
Matthew Sykes, director, international marketing for Patrón Spirits International, said: “You are the company you keep. GQ Men of the Year is a highlight of the social calendar, and we are thrilled that Patrón will be at the heart of the celebrations on the night. GQ has the perfect blend of timeless style and respect for craftsmanship, and as such, is an important and natural partner for Patrón.”
Last month, Patrón launched Patrón Cask Collection Sherry Añejo, a travel retail exclusive ultra-premium Tequila fully matured in Spanish oloroso Sherry casks.