Since its launch in 2024, Patrón el Alto has won at several international spirit competitions, taking gold last year at the San Francisco Spirits Competition, the BevTest Awards and the Latin American Spirits Competition.

Bacardi Global Travel Retail has announced a partnership for its latest innovation, Patrón el Alto Tequila, with Ushuaïa Ibiza, billed as the world’s number one outdoor club. The partnership is designed to resonate with the brands’ shared audience of bold, high-energy, affluent and aspirational consumers.   

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 360 omnichannel campaign majors on the UK and Spanish airports to capitalise on the popularity of Spain as the number one holiday destination for UK consumers, according to a recent YouGov poll.

 Backed by teams of fully trained retail ambassadors, every purchase of Patrón el Alto creates the chance to win return flights and a two-night stay, during the 2026 season, at the Ushuaïa Ibiza beach hotel with the ultimate backstage access experience at the on-site ANTS all-night party concept.

A Patrón el Alto Tequila x Ushuaïa Ibiza invitation card, included in the elegant gift box, contains a QR code mechanism leading to the competition entry site.

Darragh Ryan, Marketing Director, Bacardi Global Travel Retail, remarked, “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.”

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