New role for Bacardi-Martini Australia MD

02 November, 2020 by Andy Young

Bacardi Limited has revealed that Bacardi-Martini Australia’s (BMA) Managing Director is changing roles and will be taking over as the President and Chief Operating Officer at Patrón Tequila.

Vergara has been with Bacardi for seven years and has been in the role as MD of BMA since July 2019, he has also been leading the international integration of Patrón following Bacardi’s acquisition the brand in 2018.

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Mahesh Madhavan, CEO of Bacardi Limited, said: “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.

“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 US market, while leading expansion internationally where consumers are starting to discover and love premium tequila.”

Vergara will work closely with Kathy Parker, who joined the company earlier this year as President and CMO for Patrón and Grey Goose to drive the commercial strategy to build the Patrón brand for the long-term in key global markets.

He will also partner with Senior Vice President of Global Operations Jean-Marc Lambert to ensure the smooth supply chain of Patrón brands across the world. Vergara will also directly oversee the expansion and management of the Hacienda Patrón brand home located in Atotonilco el Alto in the highlands of Jalisco.

Vergara said: “Patrón created the ultra-premium tequila market when it launched in 1989 and I am honoured to play a role driving growth of the category and the brand in new markets across the globe as well as to continue strengthening our leadership position in the United States.

“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. Patrón is ‘simply perfect’ – a tequila that remains hand crafted and committed to perfection every step of the way.”

The new role will see Vergara return to Bacardi’s headquarters in Bermuda, and he will also spend time at Patrón’s headquarters in Switzerland. There is no word yet from Bacardi on Vergara’s replacement at BMA.