Bacardi has announced the appointment of Mauricio Vergara as President and Chief Operating Officer (COO) of Patrón.
A seven-year Bacardi veteran, Vergara most recently served as Managing Director for Bacardi-Martini Australia and New Zealand, while also leading the international integration of Patrón following the acquisition of Patrón Spirits International AG and its Patrón brand by Bacardi in 2018.
“Tequila is one of the fastest growing and most attractive categories in the spirits industry, and Patrón is the clear market leader in the super-premium space,” says Mahesh Madhavan, CEO of Bacardi Limited.
“Mauricio is a highly collaborative and innovative leader with an impressive track record of success across multiple disciplines, brands and markets.
“In his new role, he will work closely with our regional leaders and brand and operations teams to accelerate growth in the well-established U.S. market, while leading expansion internationally where consumers are starting to discover and love premium tequila.”
Since joining family-owned Bacardi in 2013, Vergara’s career at Bacardi has spanned the globe from Mexico City to Miami to London to Sydney and Bermuda.
His roles have included leading Bacardi and Grey Goose globally, managing commercial businesses in Latin America and in the U.S., and heading up global commercial and customer marketing teams.
“Having grown up in Mexico, this is an especially exciting opportunity with a brand I have long loved and admired for its authenticity, quality and integrity,” says Vergara.
Vergara will take up his new role at company’s global headquarters in Bermuda.
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