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

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.

Follow Suzy on Twitter: @AskSuzyBiz

Follow Roberto Ramirez Laverde on LinkedIn

Subscribe to The Speed of Culture on your favorite podcast platform.

And if you have a question or suggestions for the show, send us an email at suzy@suzy.com

Hosted on Acast. See acast.com/privacy for more information.