In a move that brings together the world of fine spirits and music, PatronTequila has announced a global partnership with singer-songwriter Karan Aujla. This collaboration is designed keeping in mind the brand’s expansion in India and the AMEA region (Asia, Middle East, and Africa). Bacardi will launch the Patron El Alto iteration – a luxurious blend of Reposado, Añejo, and Extra Añejo tequilas crafted to offer a smooth and elevated sipping experience. Here’s all you need to know about this exciting collaboration where the West meets the East!
Karan Aujla X Patron: A Tequila Collaboration Like No Other
The partnership will be announced with an exclusive launch event in Mumbai, Maharashtra on June 6. Karan Aujla will perform live at this exciting launch event and it will also feature a drone-led reveal of the EL ALTO bottle. This will be a one-of-a-kind launch event in India and will see a delightful combination of artistry and innovation.
Roberto Ramirez-Laverde, Global Senior Vice President, Patron Tequila, stated the tequila has been crafted with an uncompromising commitment to quality, tradition, and innovation. He is excited to have the Indian star on board as they push the limits for a global collaboration. El Alto, with an ABV of 41%, will be a blend of extra anejo, anejo, and reposado tequilas, with each aged in 11 barrels made primarily of American and French oak.
On the same, Karan Aujla stated: “Success isn’t instant – it’s built over years of dedication, perseverance, and passion. That’s why Patron speaks to me. It’s about staying true to your craft as you play by your own rules. I’m proud to collaborate with a brand that embodies this pursuit of excellence and is part of truly unforgettable moments”.
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However, that isn’t the end – the tequila brand will see many more interesting campaigns in India. Patron El Alto will be promoted through extensive 12-month travel retail campaigns at the Mumbai and Delhi airports during May and June 2025. The luxury positioning will also align with rising trends in outbound travel to destinations like Dubai, Thailand, and Vietnam. The initiative will target Indian international travelers as India’s travel retail market sees an upward projection in the coming years. The product will be available only in select premium outlets, hinting at its premium craftsmanship and exclusivity.
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What Makes Patron El Alto Unique
The exceptional level of craftsmanship is what sets apart this tequila from others in the saturated market. The tequila is made with the finest 100% Weber Blue Agave grown in the highest parts of Jalisco, Mexico. It will be a combination of Reposado, Anejo, and Extra Anejo tequilas, and each aged to perfection. It will be crafted in small batches using just agave, water, and yeast. This signifies the brand’s approach towards unwavering quality and precision without the need for a plenty of ingredients.
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Summing Up
With Indian talent making it big globally, Karan Aujla’s rise on the global stage is just about to begin. An exciting tequila launch right in Mumbai – Patron EL Alto is about to enchant its Indian consumers with a high-quality global product like no other. How excited are you for the Karan Aujla X Patron collaboration?
