PATRÓNTequila, the world’s leading super-premium tequila, made a high-profile entry into the Indian market with the launch of its ultra-premium variant, PATRÓN EL ALTO. The brand partnered with global Punjabi music icon Karan Aujla to mark the occasion, hosting an exclusive event in Mumbai set to feature a live performance and a drone-led product reveal on June 6.

This launch is part of a larger global partnership between PATRÓN and Aujla, underscoring their shared values of ambition, artistry, and innovation. With over 2.7 billion YouTube views and nearly 16 million monthly Spotify listeners, Aujla is one of the most influential South Asian artists worldwide, known for blending traditional Punjabi sounds with global music genres like R&B and hip-hop.

PATRÓN EL ALTO, crafted from the finest Weber Blue Agave and aged to perfection, represents the pinnacle of the brand’s dedication to quality and innovation. The introduction of the tequila in India and across the Asia, Middle East, and Africa (AMEA) region is part of a strategic expansion to connect with discerning, globally-minded consumers.

Expanded Presence

The collaboration with Aujla kicks off a yearlong campaign across digital, social, and PR platforms. A content series, filmed at Hacienda PATRÓN in Mexico, highlights the artistry and tradition behind the tequila, aligning with Aujla’s own narrative of cultural pride and boundary-pushing creativity. PATRÓN EL ALTO will also feature prominently in Aujla’s music videos and tour appearances throughout the year.

Further amplifying the partnership, Mumbai and Delhi airports are showcasing the brand through travel retail activations. With India’s luxury travel retail market expanding rapidly—expected to grow from US$0.75 billion in 2024 to US$1.5 billion by 2029—PATRÓN aims to tap into the surge of outbound Indian travelers, offering an elevated brand experience at key travel hubs.

“This is more than a launch—it’s a cultural collaboration,” said Roberto Ramirez-Laverde, Global SVP of PATRÓN. “Karan Aujla’s global rise mirrors our pursuit of excellence, making this partnership a celebration of craft, ambition, and shared purpose.”

Karan Aujla added, “Success comes from staying true to your roots and pushing your craft. PATRÓN reflects that journey. I’m excited to bring our shared story to life.”