HAMILTON, Bermuda, (June 2, 2025) — PATRÓN® Tequila, the world’s number one super-premium tequila1, continues its pursuit of excellence by joining forces for a global partnership with Karan Aujla, one of the most influential voices in the music industry today. Embodying the essence of bold ambition and artistic mastery, this collaboration is a celebration of those who push boundaries, redefine their craft, and reach for new heights.
As part of this journey, PATRÓN proudly introduces PATRÓN EL ALTO, a tequila that embodies the pinnacle of craftsmanship and innovation, to India and other regions in Asia, Middle East and Africa (“AMEA”). This milestone reflects a mutual dedication between PATRÓN and Karan to mastering their crafts and motivating others to aim higher.
Like PATRÓN, Karan embodies bold innovation. With over 2.7B views on YouTube2 and 15.9M+ monthly Spotify3 listeners, he’s redefining global music success while staying rooted in Punjabi culture. Karan’s sound fuses traditional Punjabi music with Western R&B, pop and hip-hop influences, pushing creative boundaries and breaking barriers. Named Apple Music’s4 first-ever Punjabi “Up Next” artist, Karan now joins forces with PATRÓN EL ALTO to usher in a new dynamic phase, kicking off with a landmark launch event in Mumbai on June 6, featuring a live performance and immersive, drone-led product reveal.
A detailed look at the partnership …
Immersive Content: A content shoot at Hacienda PATRÓN captured Karan engaging with the brand to tell an authentic story of heritage, luxury and craft. From the agave fields to barrel rooms, the visuals underscore a shared commitment to excellence and authenticity. Yearlong Campaign: Content will anchor a 12-month campaign across digital, social and PR — celebrating both Karan’s rise and PATRÓN EL ALTO’s debut. The campaign is designed to connect with the next generation of discerning consumers, encouraging celebration, self-expression and elevated experiences — always with a commitment to drinking responsibly. Cultural Integration: PATRÓN EL ALTO will show up in Karan’s world — from music videos to tour moments — creating aspirational, lifestyle-driven touchpoints. Global Travel Retail: Reflecting Karan’s growing international popularity, his partnership with PATRÓN EL ALTO is a major highlight at Mumbai and Delhi airports in May and June 2025. With over 40,000 new passports issued every day and airline connectivity opening up new routes to popular destinations including Thailand, Vietnam and Dubai, Indian consumers are travelling abroad like never before. With a CAGR of c. 15%, the travel retail market in India is the fastest growing globally and is expected to almost double in size from c.US$0.75bn in 2024-2025 to c. US$1.5bn by 2029-20305. Airport shopping is a popular start to their trip and the luxury travel retail market in India is the fastest growing globally, creating a prime shop window for consumers to enjoy discovering PATRÓN EL ALTO through this cultural collaboration.
This partnership is more than a launch — it’s a long-term cultural collaboration rooted in shared values: passion for craft, global ambition and the belief that luxury is best experienced with purpose and responsibility.
At PATRÓN, we are relentless in our pursuit of excellence—crafting tequila with an uncompromising commitment to quality, tradition, and innovation,” said Roberto Ramirez-Laverde, Global Senior Vice President, PATRÓN Tequila. “Karan Aujla’s journey—from breaking barriers in the music industry to becoming a global icon—embodies the same ambition and pioneering spirit that defines PATRÓN EL ALTO. This collaboration is a celebration of those who push boundaries, challenge conventions, and continuously strive for greater heights.”
“Success isn’t instant—it’s built over years of dedication, perseverance, and passion,” said Karan Aujla. “That’s why PATRÓN 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.”
What sets PATRÓN EL ALTO apart is its exceptional level of craftsmanship. Made from the finest 100% Weber Blue Agave grown in the highest parts of Jalisco, Mexico, this tequila is a masterfully blended combination of Reposado, Añejo, and Extra Añejo tequilas – each aged to perfection. Crafted in small batches using just three ingredients—agave, water, and yeast—PATRÓN EL ALTO exemplifies the brand’s unwavering commitment to quality and precision. Now available in select premium outlets across India, PATRÓN EL ALTO is offering connoisseurs an opportunity to experience a new pinnacle of taste and refinement. As with all PATRÓN products, we encourage consumers to sip responsibly and savor the experience.
IWSR 2024 Global Database 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 YCP Auctus, April 2025
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About PATRÓN Tequila
From hand-harvesting the highest-quality 100% Weber Blue Agave, to the traditional, time-honored distillation process and individual labeling, numbering, and inspection of each bottle, PATRÓN Tequila is crafted with meticulous precision and care. Though PATRÓN has grown to become one of the most recognized and respected luxury spirits brands in the world, it is still exclusively produced in the Highlands of Jalisco, Mexico, in the same small batches and with the same commitment to quality and craftsmanship. For more information about PATRÓN Tequilas and Liqueurs, please visit www.patrontequila.com . The perfect way to enjoy PATRÓN is responsibly.
PATRÓN is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.
THE PERFECT WAY TO ENJOY PATRÓN IS RESPONSIBLY.
CONTACT:
Ishika Dhiman
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Sanya Kundra
E: skundra2@webershandwick.com
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