UK/SPAIN. Bacardi Global Travel Retail has unveiled a high-impact omnichannel summer campaign spotlighting Patrón El Alto across key UK and Spanish airports.
The campaign is amplified through a partnership with world-renowned nightlife brand Ushuaïa Ibiza, engaging aspirational and high-value travellers during the peak summer season.
Key activation highlights include tastings and prize draws, offering travellers the chance to win return flights and a two-night stay at the Ushuaïa Ibiza Beach Hotel during the 2026 season. The prize also includes VIP backstage access to the renowned ANTS party experience.
Travellers can enter the prize draw by scanning a QR code featured on a Patrón El Alto x Ushuaïa invitation card, included inside the gift box, which directs them to the competition entry site.
Introduced in 2024, the super-premium tequila has earned multiple accolades, including gold medals at the San Francisco World Spirits Competition, the BevTest Awards and the Latin American Spirits Competition.
The expression is a blend of 100% Blue Weber Agave Añejo tequilas, aged for over four years in 11 different barrel types.
Master Distiller David Rodriguez and his team developed the blend through more than 300 tastings, resulting in a smooth tequila with layered notes of fig, honey, caramel, dried fruit and vanilla.
The tequila is best enjoyed neat or on the rocks, but its smooth, complex profile also works well in premium cocktails.
Bacardi Global Travel Retail Marketing Director Darragh Ryan 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.” ✈
