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Patrón acquires Ultimat vodkaPatrón acquires Ultimat vodka
Joe Bates
23-Oct-2007
Ambitious Patrón tequila broadens white spirits portfolio with the purchase of Ultimat vodka
The Patrón Spirits Company has acquired the global distribution rights to Polish super-premium vodka brand Ultimat for an undisclosed sum from New York-based Adamba Imports International.The deal gives Las Vegas-based Patrón a foothold in the lucrative super-premium vodka market, which is driven by the US domestic market. Ultimat, which retails for about $50 a bottle and is packaged in a blue, crystal decanter, is the only vodka made from a blend of potato, wheat and rye. The brand portfolio includes two flavoured line extensions, Black Cherry and Chocolate Vanilla.
The brand, which was launched in 2002 and sells about 10,000 cases worldwide a year, will continue to be distributed in duty-free by Haleybrooke International.
Patrón vice-president Europe, Africa and the Middle East Mike Hill said: “Ultimat is a beautifully packaged vodka, which is a perfect fit for Patrón. It has a lot of potential to grow and the purchase is a serious demonstration of our commitment to become a significant player in the super-premium spirits business.”
Patrón will be offering Ultimat to its duty-free and domestic customers immediately.
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