Top shelf: How Patrón stays premium with craft and conviction in a digital world | Suzy
Speed of Culture Podcast VideosApril 03, 202600:00:43

Top shelf: How Patrón stays premium with craft and conviction in a digital world | Suzy

In this episode of The Speed of Culture podcast, Matt Britton sits down with Roberto Ramirez Laverde, Global Senior Vice President of Patrón Tequila at Bacardi. Roberto shares how Patrón built and protected its position in the super premium tequila category by staying true to quality, transparency, and craft. They discuss the Pursuit of Greatness campaign, the creative partnership with filmmaker Guillermo del Toro, and how Gen Z is reshaping consumption habits across the spirits industry. The conversation also covers how Patrón approaches music and culture partnerships, why the on-premise channel still defines brand equity, and how human connection remains the anchor in an AI-driven world.

[Timestamp: 02:52] — Protecting What Made Patrón Iconic
[Timestamp: 04:08] — The Additive-Free Campaign and Transparency as Brand DNA
[Timestamp: 05:11] — The Perfect Pour and the Guillermo del Toro Partnership
[Timestamp: 07:54] — Gen Z, Intentional Drinking, and the Quality-Over-Quantity Shift
[Timestamp: 16:50] — Music, Culture, and the Grammys Partnership
[Timestamp: 19:02] — Human Connection in a Technology-Saturated World

Listen to this Roberto Ramirez Laverde interview on The Speed of Culture podcast to hear how Patrón Tequila's commitment to craftsmanship, transparency, and cultural authenticity continues to drive brand equity in one of the most competitive spirits categories in the world.

Apple Podcast: https://suzy.news/0cb9cb
Spotify Podcast: https://suzy.news/5bb461

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