Tonic Life secures Patron drinks job

US luxury drinks maker Patron has hired Tonic Life Communications to promote its premium spirits.

EMEA V-P Mike Hill said Patron wanted to position its tequilas and rums at the luxury end of the market.

Its Gran Patron Platinum tequila – retailing at around £180 a bottle – is reported to be a favourite of Hollywood actor Robert De Niro.

Hill is keen to foster similar celebrity associations in the UK.

The bulk of Tonic Life's business is drawn from the pharmaceutical industry. The Patron brief is being handled by its consumer arm.

Tonic Life beat three others to the account.

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