PATRÓN Tequila is raising a toast to its growing global footprint by teaming up with Punjabi music heavyweight Karan Aujla. The partnership marks a major step in the brand’s expansion across India and the wider AMEA (Asia, Middle East, and Africa) markets. At the heart of this collaboration is the Indian debut of PATRÓN EL ALTO, a sophisticated blend that brings together Reposado, Añejo, and Extra Añejo tequilas.
The rollout kicks off with a high-energy launch party in Mumbai on June 6, where Aujla is set to take the stage. The night promises more than just music—a fleet of drones will light up the sky with a dramatic product reveal. Beyond the event, the campaign will unfold throughout the year with original content filmed at PATRÓN’s Mexican distillery, collaborations with creators and influencers, and a digital storytelling push across social platforms.
Continue Exploring: “Kuch Nahi Hoga”—Anupam Mittal Challenges This Dangerous Mindset in Policy Bazaar’s New Ad
Roberto Ramirez-Laverde, Global SVP at PATRÓN Tequila, said:
“Everything we do at PATRÓN is grounded in craft and care. We don’t cut corners, and we don’t settle. Karan’s rise—driven by grit, creativity, and refusal to be boxed in—mirrors what EL ALTO is all about. This isn’t just a product launch. It’s a shared mindset between an artist and a brand that know what it means to break new ground.”
Aujla shared his excitement as well:
“Nothing worthwhile happens overnight. You’ve got to put in the years, stick to your lane, and own your style. That’s what drew me to PATRÓN. It’s a brand that respects the grind and honors authenticity. I’m thrilled to partner with them and be part of this journey.”
Continue Exploring: Lahori Beverages Nears ₹450 Crore Fundraise as Valuation Soars to ₹2,500 Crore – A New Challenger in India’s Booming Drinks Market
To further boost visibility, PATRÓN EL ALTO will be featured in travel retail spaces at Mumbai and Delhi airports through May and June 2025. With India’s international travel market expected to double in value by 2030, this move taps into a wave of upwardly mobile consumers seeking premium experiences. The tequila will also hit the shelves in select high-end stores across the country.
