Bacardi Names New Leaders For Flagship Rum, Patrón Tequila

Bacardi Ltd has appointed new leadership for two of its largest brands, Bacardi rum and Patrón Tequila. The company has named industry veteran Pedro Mendonça as global SVP Bacardi and Rums. Mendonça has been in the spirits business for three decades and is a veteran of Diageo.

Meanwhile, Roberto Ramirez Laverde, who formerly headed up the Bacardi brand, is transitioning to become SVP, Patrón and Agaves. In his new role he’ll take on responsibility for brands such as Cazadores Tequila and Ilegal Mezcal in addition to Patrón. Both Ramirez Laverde and Mendonça report to Bacardi Ltd chief marketing officer Ned Duggan.

Bacardi rum is the sixth-largest spirits brand in the U.S. market in volume terms, according to Impact Databank, slipping 4.7% to 6.2 million cases last year. Patrón ranks 25th among spirits brands in the U.S. by volume, down 5.9% to 2.5 million cases in 2024. But the upscale Tequila label ranks far higher in value terms, as the seventh-biggest spirits brand in the U.S. in retail value at nearly $1.5 billion.—Daniel Marsteller

GET YOUR FIRST LOOK AT 2025 ESTIMATES AND 2030 PROJECTIONS FOR THE WINE AND SPIRITS INDUSTRIES. ORDER YOUR 2025 IMPACT DATABANK REPORTS. CLICK HERE.