Patrón will join a portfolio of premium brands at BBFB which includes Grey Goose vodka, Bombay Sapphire gin, Bacardi rum, Jack Daniel’s whiskey and Chambord raspberry liqueur.
The distribution agreement is part of a “pan-European” strategy to consolidate distribution of the Patrón portfolio with Bacardi in key markets.
Bacardi also represents Patrón in Germany, France, Italy, Spain, and Switzerland in addition to markets in Asia and Latin America.
Amanda Almond, managing director of the firm in the UK & Ireland, said the agreement will “benefit UK consumers as they continue to trade up to premium choices, choosing brands they know and trust”.
“Patrón tequilas and liqueurs will complement our existing strength in premium vodka, rum, gin and American whiskey, making BBFB the premium spirit partner of choice for customers in the UK,” said Almond.