The power of Patrón Tequila is undeniable. The brand started in the late 1980s and worked for decades to build around the idea that tequila could be and should be considered a “premium” product (and ...

As agave spirits continue to rise in popularity, premium and ultra premium bottles are increasingly in high demand. Brands that offer transparency and consistency have never been more important and ...

Patrón says it is continuing to have a “construction conversation” with Mexican authorities after a dispute over the brand’s additive-free tequila marketing campaign, which debuted in February. Patrón ...