Patrón El Alto launches GTR campaign with Ushuaïa
Bacardi’s global travel retail (GTR) division has partnered with nightclub Ushuaïa Ibiza on summer campaign for Patrón El Alto.
The summer campaign is focused on UK and Spanish airports to capitalise on Spain’s popularity among UK travellers.
It will take a 360-degree omnichannel approach with brand ambassadors on-hand at airports to help consumers discover Patrón’s ultra high-end expression, El Alto.
Furthermore, each purchase of El Alto will offer a chance to win round-trip flights and a two-night stay at the the Ushuaïa Ibiza beach hotel during the 2026 Ibiza season. Winners will also receive exclusive backstage access to Ushuaïa’s Ants all-night party experience.
Ushuaïa Ibiza is regarded as one of the world’s premier outdoor clubs and is known for hosting some of the world’s top DJs.
The partnership is designed to resonate with Ushuaïa and Patrón El Alto’s shared audience of ‘bold, high-energy, affluent, and aspirational consumers’.
Darragh Ryan, marketing director at Bacardi GTR, said: “This is a tremendously exciting moment for us to champion a new era of luxury Tequila in European travel retail, appealing to existing, sophisticated Tequila drinkers while recruiting aspirational Tequila consumers to explore and discover the prestige, elevated difference in Patrón El Alto.
“The shared commitment of Patrón and Ushuaïa Ibiza to create the best authentic and inspirational experiences resonates with our shared target audience in ways that speak to their lifestyle.”
Introduced in 2024 on the European market, Patrón El Alto blends four-year-old añejo and extra añejo 100% Blue Weber agave Tequilas, each aged in 11 distinct barrel types.
The Tequila, presented in an azure-hued bottle inspired by the agave fields of the Jalisco Highlands, was initially launched in the US in 2022, retailing for US$190.
The expression was developed by master distiller David Rodriguez and his team through over 300 tasting sessions spanning four years. The Tequila exhibits notes of figs, honey, caramel, dried fruit, and vanilla.
El Alto can be enjoyed neat, over ice, or even as a premium base for cocktails.
Patrón is also taking on the festival space this summer, as part of a multi-year partnership across the US.
The brand has clashed with Tequila’s regulatory body, the Consejo Regulador del Tequila (CRT), over its additive-free marketing this year – which it challenged in its recent Censored Truth campaign in the US.
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