The deal sees several “major” states in India opened up to the US-based group, and includes a focus on “top” restaurants, bars, clubs, hotels and retail locations in cities such as Mumbai, Delhi, Bangalore and Chenna.
Patrón’s portfolio, which is also available in duty free in Mumbai and Delhi airports, comprises the “ultra-premium” Patrón tequila, Ultimat vodka and Pyrat rum.
John McDonnell, chief operating officer at Patrón Spirits International, said: “India is unquestionably one of the most important global spirits markets, and as personal wealth continues to grow there, consumers are becoming increasingly aware of luxury brands like those in our portfolio.”
“With Aspri Spirits, we’ve found a valued partner that understands the complexities of the Indian market, and has a proven history of building successful brands.”
Aspri’s existing portfolio in India includes portfolios from Gruppo Campari, Distell Group, Benriach Single Malts, De Kuypers, Molinari, Midori liqueur, Nonino Grappa, and several wine and beer brands.
Jackie Matai, director of Aspri Spirits, said: “With the changing dynamics of Indian consumers and growing interest in premium brands, we have no doubt that Patrón will be a success in the Indian market.”
The new partnership’s market debut will be in the form of “high profile” launch events in Mumbai and Delhi.