Mauricio Vergara Named President And COO Of PatrónOctober 29, 2020
Bacardi Ltd has appointed company veteran Mauricio Vergara as president and COO of Patrón, as it looks to capitalize on surging growth for the Tequila category both in the U.S. and globally. Vergara will report directly to Bacardi CEO Mahesh Madhavan.
Madhavan said Vergara will drive the company’s efforts to “accelerate growth in the well-established U.S. market, while leading expansion internationally where consumers are starting to discover and love premium Tequila.” He’ll also directly oversee the expansion and management of the Hacienda Patrón brand home in Atotonilco el Alto in the highlands of Jalisco, Mexico.
Vergara was most recently managing director for Bacardi-Martini Australia and New Zealand, a post he held while also managing the integration of Patrón into the Bacardi fold following its 2018 acquisition in a deal valuing the Tequila giant at $5.1 billion. Earlier this month, Patrón reported shortages in as many as 10 states, with U.S. growth running at above 50% as consumers increasingly gravitate to the premium Tequila segment. That comes on top of a 14% gain to 2.2 million cases in the U.S. last year, according to Impact Databank.—Daniel MarstellerSubscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.