PATRÓN® Tequila Launches in India with Karan Aujla Collaboration

PATRÓN® Tequila, a super-premium spirits brand, has introduced PATRÓN EL ALTO to India, marked by an exclusive launch event in Mumbai featuring the renowned musician Karan Aujla.

The collaboration underscores a shared commitment to craftsmanship and innovation, aligning the brand’s pursuit of excellence with Aujla’s boundary-pushing artistry. The launch included a live performance by Aujla and a drone-led product reveal at Hacienda PATRÓN.

Aujla’s music fuses traditional Punjabi sounds with Western genres such as R&B, pop, and hip-hop, making him a significant figure in contemporary music. This partnership aims to resonate with audiences through curated content, social platforms, influencer collaborations, and cultural moments tied to his career.

The new product will also be featured in airport retail outlets in Mumbai and Delhi, aligning with India’s growing travel market and increasing international connectivity. The luxury travel retail sector in India is rapidly expanding, offering a strategic platform for the brand’s presence.

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.”

Aujla added, “Success isn’t instant—it’s built over years of dedication, perseverance, and passion. 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.”

Made from 100 per cent Weber Blue Agave and crafted in small batches, PATRÓN EL ALTO represents the pinnacle of tequila craftsmanship, now available across select premium outlets in India.