Case | HBS Case Collection | March 2017

Tequila Patrón

by Rohit Deshpandé, Carlos Castellanos Rodríguez, Silvia Cacho-Elizondo, Samantha Rullán and Fernanda Miguel

Abstract

Tequila Patrón was one of the most successful tequila marketers in the United States. Patrón needed to grow and in Mexico, the second largest market for tequila, the brand was perceived as American. What portfolio and branding strategy would best serve Patrón to conquer the Mexican market? Furthermore, what would expanding in Mexico imply for the company’s marketing operations?

Keywords: Marketing Strategy; Product Positioning; Growth and Development Strategy; Mexico;

Citation:

Deshpandé, Rohit, Carlos Castellanos Rodríguez, Silvia Cacho-Elizondo, Samantha Rullán, and Fernanda Miguel. "Tequila Patrón." Harvard Business School Case 517-108, March 2017.