Tequila Patrón

Case Solution

Rohit Deshpande, Carlos Castellanos Rodriguez, Silvia Cacho-Elizondo, Samantha Rullan, Fernanda Miguel
Harvard Business School ()

Tequila Patron was one of the most successful tequila marketers in the United States. Patron had to grow and in Mexico, the second largest market for tequila, the brand was perceived as American. What portfolio and brand strategy would best help Patron conquer the Mexican market? Also, what would an expansion in Mexico mean for the company’s marketing activities?

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