Patrón: The Patrón Circuit

Tequila brand Patron engaged F1 driver Sergio 'Checo' Perez as a spokesman for its Patron Circuit campaign, centred on Grand Prix week in Mexico.

Challenging Preconceptions in Mexico

Tequila Patron is hailed as quintessentially Mexican everywhere - except in Mexico. Following its acquisition by the Baca^ Company in 2018, the brand's objective has been to establish Patron as proudly Mexican and a contender in the fiercely competitive Mexican market. To elevate Patron as a symbol of Mexican pride, the brand forged a strategic alliance with one of the few Mexican Formula 1 drivers in history: Sergio "Checo" Perez. Checo hails proudly from Jalisco, the birthplace of Tequila Patron, and embodies the nation's spirit on a global...

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