Bacardi Global Travel Retail announces an exciting partnership for its latest innovation, PATRÓN® EL ALTO tequila, with USHUAÏA® Ibiza, billed as the world’s number one outdoor club.
USHUAÏA® Ibiza was also voted the number three nightclub in the world by the International Nightlife Association Awards 2024 and is renowned for hosting the world’s top DJs. The partnership is designed to resonate with the brands’ shared audience of bold, high-energy, affluent and aspirational consumers.
This vivacious, cultural fusion centres on the peak summer travel period to engage with consumers enjoying hedonistic summer days and nights, paired perfectly with PATRÓN EL ALTO, the latest prestige innovation from the world’s leading super-premium tequila.
The campaign majors on the UK and Spanish airports to capitalize on the popularity of Spain as the number one holiday destination for UK consumers. Teams of fully trained retail ambassadors invite travellers to discover the elevated sipping experience of PATRÓN EL ALTO. Every purchase of PATRÓN EL ALTO creates the chance to win return flights and a two-night stay, during the 2026 season, at the iconic USHUAÏA Ibiza beach hotel with the ultimate backstage access experience at the on-site ANTS all-night party concept. A PATRÓN EL ALTO x USHUAÏA invitation card, included in the elegant gift box, contains a QR code mechanism leading to the competition entry site.
Since its launch in 2024, PATRÓN EL ALTO has won over judges at several illustrious international spirit competitions, taking gold medals last year at the San Francisco Spirits Competition, the BevTest Awards and the Latin American Spirits Competition.
PATRÓN EL ALTO is a smooth blend of mainly 4-year-old añejo and extra añejo 100% Weber Blue Agave tequilas, each aged to perfection in 11 distinct barrel types. The resulting tequila, painstakingly developed over four years by renowned master distiller David Rodriguez and his team in over 300 tasting sessions, is smooth and eminently sippable, accented with subtle notes of figs, honey, caramel, dried fruit and vanilla. While best enjoyed neat or on the rocks to fully appreciate the complex profile of PATRÓN EL ALTO, its inherent smoothness and depth offer versatility for elevated cocktail experiences, appealing to both connoisseurs and those new to prestige tequila.
Darragh Ryan, Marketing Director, Bacardi Global Travel Retail remarks, “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.”
