Publications
Publications
  • March 2017 (Revised February 2018)
  • Case
  • HBS Case Collection

Tequila Patrón

By: Rohit Deshpandé, Carlos Castellanos Rodríguez, Silvia Cacho-Elizondo, Samantha Rullán and Fernanda Miguel
  • Format:Print
  • | Language:English
  • | Pages:11
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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. (Revised February 2018.)

About The Author

Rohit Deshpande

Marketing
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Related Work

    • March 2017 (Revised February 2018)
    • Faculty Research

    Tequila Patrón

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