Patrón takes off with Karan Aujla for El Alto

Patrón Tequila has announced a high-profile global collaboration with Punjabi music icon Karan Aujla, marking a bold new chapter for both the world-renowned tequila brand and one of the most influential voices in global music. The partnership celebrates bold ambition, innovation, and craftsmanship, kicking off with the India launch of Patrón El Alto, a premium expression of tequila artistry.

The collaboration begins with a flagship launch event in Mumbai on June 6. The tequila is crafted from 100 percent Weber Blue Agave grown in the highlands of Jalisco, Mexico, and is a masterful blend of Reposado, Añejo, and Extra Añejo tequilas, each aged to perfection.

“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,” said Roberto Ramirez-Laverde, Global SVP, Patrón Tequila.

Commenting on the collaboration, Karan Aujla said, “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 while playing by your own rules. I’m proud to partner with a brand that not only embodies this pursuit of excellence but also stands for creating truly unforgettable moments.”

The partnership extends beyond the launch with a year-long cultural campaign including behind-the-scenes content from Hacienda Patrón, global influencer collaborations, and immersive brand storytelling tied into Aujla’s touring lifestyle. The campaign will roll out across India, Asia, the Middle East, and Africa (AMEA).

Now available at select premium outlets across India,  Patrón El Alto will also be spotlighted at Mumbai and Delhi airports in June, targeting India’s booming travel retail market. The luxury positioning aligns with rising outbound travel to destinations like Dubai, Thailand, and Vietnam.