In a celebration of craftsmanship, culture, and relentless ambition, PATRÓN® Tequila announced the launch of its newest masterpiece, PATRÓN EL ALTO, in India. The event, held amidst Mumbai’s vibrant skyline, was headlined by none other than global music sensation Karan Aujla, whose presence underscored the brand’s commitment to pushing boundaries and redefining luxury experiences.
A Bold Partnership for a New Generation
As the world’s number one super-premium tequila, PATRÓN continues to elevate its legacy through a strategic partnership with Karan Aujla, an artist renowned for blending Punjabi roots with global sounds. With over 2.7 billion views on YouTube and more than 15.9 million monthly Spotify listeners, Karan embodies the bold innovation that resonates with the brand’s pursuit of excellence.
“This collaboration is about celebrating those who dare to push limits—artists, creators, and connoisseurs alike,” said Roberto Ramirez-Laverde, Global Senior Vice President of PATRÓN Tequila. “Karan’s journey from Punjab to global stardom mirrors PATRÓN’s own quest for mastery and authenticity.”
The Launch Experience: Art, Agave, and Aspirations
The Mumbai event featured an immersive showcase at Hacienda PATRÓN, capturing Karan Aujla in an intimate exploration of brand heritage. From roaming lush agave fields to the refined barrels of PATRÓN’s distilleries, visuals told a story of tradition meeting modernity — a narrative that celebrates craftsmanship rooted in Mexico’s rich heritage.
The highlight? An electrifying live performance by Karan, accompanied by a drone-led product reveal that symbolized soaring ambitions. Attendees also gained a glimpse into the exclusive PATRÓN EL ALTO, crafted from the finest Weber Blue Agave and aged to perfection, now available across select outlets in India.
A Year-Long Cultural Journey
This partnership isn’t just a launch; it’s a long-term cultural collaboration. A 12-month digital campaign will weave Karan’s rising star with PATRÓN EL ALTO’s luxurious allure, spanning social media, PR events, and lifestyle activations. From music videos to tour appearances, the collaboration aims to inspire self-expression and celebrate elevated experiences—always with a mindful eye on responsible drinking.
Global Travel Retail & Growing Horizons
Karan’s international appeal places this collaboration at prime travel retail locations, including Mumbai and Delhi airports. As millions of Indians travel internationally—from Thailand to Dubai—the availability of PATRÓN EL ALTO at these hubs offers a taste of luxe indulgence at the start of their journeys.
India’s travel retail market is burgeoning at an impressive CAGR of 15%, poised to nearly double by 2029. For travelers seeking to elevate their experience, PATRÓN EL ALTO offers an authentic taste of Mexican craft imbued with a modern, aspirational spirit.
More Than a Toast: A Cultural Milestone
PATRÓN emphasizes that this isn’t just about premium tequila; it’s about shared values. “We craft with purpose,” Ramirez-Laverde added. “Karan’s story exemplifies perseverance, innovation, and the pursuit of greatness—all qualities we cherish at PATRÓN.”
For Karan, the partnership resonates deeply: “Success isn’t built overnight—it’s a journey of dedication and passion. PATRÓN represents that same ethos. I’m proud to share this moment with a brand that stands for excellence and authenticity.”
Taste the Difference
Made from 100% Weber Blue Agave, PATRÓN EL ALTO is a harmonious blend of Reposado, Añejo, and Extra Añejo tequilas, aged to perfection in small batches. Crafted with just three ingredients—agave, water, and yeast—it exemplifies purity, precision, and artistry.
Now available across India’s premium outlets, PATRÓN EL ALTO invites connoisseurs to experience a new zenith of taste, a symbol of craftsmanship that reaches beyond borders to inspire global connoisseurs and curious explorers alike.
With each pour, a story unfolds — of tradition, innovation, and the relentless pursuit of heights.
- Karan Aujla, Karan Aujla, YouTube, https://www.youtube.com/@karanaujlaofficial
- Karan Aujla, Karan Aujla, Spotify, https://open.spotify.com/artist/6DARBhWbfcS9E4yJzcliqQ
- Apple Music, https://music.apple.com/ca/music-video/up-next-karan-aujla-exclusive/1753101549