Bacardi partners with Ushuaïa Ibiza for Patrón EL Alto activations

Bacardi Global Travel Retail has teamed up with Ushuaïa Ibiza nightclub to run a high-profile campaign for Patrón EL Alto at the UK and Spain airports.

Timed with the peak summer travel season, the campaign aims to connect with travellers embracing Ushuaïa Ibiza’s hedonistic energy, blending music, sun-soaked luxury, and elevated sipping experiences.

During the 360-degree omnichannel campaign, trained retail ambassadors will introduce travellers to the smooth and complex profile of Patrón EL Alto. Purchases can lead to return flights and a two-night stay at the iconic Ushuaïa Ibiza Beach Hotel during the 2026 season, including exclusive backstage access to its legendary ANTS party. Each bottle of Patrón EL Alto comes in an elegant gift box containing a QR code invitation card for competition entry.

“This is a tremendously exciting moment for us to champion a new era of luxury tequila in European travel retail,” said Darragh Ryan, Marketing Director, Bacardi Global Travel Retail. “The shared commitment of Patrón and Ushuaïa Ibiza to create authentic and inspirational experiences resonates deeply with our audience.”