Bacardi GTR partners with Ushuaïa Ibiza nightclub in Patrón El Alto summer campaign
The partnership is designed to resonate with the brands’ shared audience of bold, high-energy, affluent and aspirational consumers
Bacardi Global Travel Retail has entered 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 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.
The 360 omnichannel campaign majors on 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 travelers 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 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 Ibiza invitation card, included in the 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 in 11 distinct barrel types. The resulting tequila, developed over four years by renowned master distiller David Rodriguez and his team in over 300 tasting sessions, is smooth and 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, 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.”
