Bacardi GTR reveals major Patrón Tequila and Karan Aujla collaboration
Reaching for new heights: Patrón El Alto and Karan Aujla
Bacardi Global Travel Retail has revealed a major collaboration between super-premium Patrón Tequila and 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 said to be a “celebration of those who push boundaries, redefine their craft, and reach for new heights”.
As part of this journey, Patrón introduces Patrón El Alto – a tequila that embodies the pinnacle of craftsmanship and innovation – to India travel retail and domestic markets. This This milestone reflects a mutual dedication between Patrón and Karan to master their crafts and motivate others to aim higher.
Like Patrón, Karan embodies bold innovation, winning in the music world as he reaches for new heights while scoring record numbers, including widespread global popularity and immense reach. His music blends traditional Punjabi sounds with Western influences of R&B, pop and hip-hop in a way that pushes the limits and breaks barriers. He has been heralded as a groundbreaking artist in his genre.
The partnership kicks off with a landmark launch event in Mumbai on June 6, featuring a live performance by Karan and an immersive, drone-led product reveal.
In global travel retail, Karan’s 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 traveling abroad like never before. With a CAGR of around 15%, the travel retail market in India is the fastest growing globally and is expected to almost double in size from US$0.75 billion in 2024-2025 to US$1.5 billion by 2029-2030. Airport shopping is a popular start to their trip and the luxury travel retail market is a prime shop window for consumers to enjoy discovering Patrón El Alto this this cultural collaboration.
The launch is backed by an immersive campaign, including a video which follows Karan Aujla through the tequila making process
The launch includes immersive content such as a shoot at Hacienda Patrón which 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.
A 12-month campaign will run 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. Patrón El alto will also feature in Karan’s world, from music videos to tour moments, creating aspirational, lifestyle-driven touchpoints.
Darragh Ryan, Marketing Director, Bacardi Global Travel Retail, said, “We are incredibly excited to launch this collaboration in GTR. The fusion of culture and international travel is a key highlight of any great journey, where we step out of our everyday lives into the spirit of adventure and discovery.
“There is a huge opportunity for travel retail to join in that celebration and Bacardi is on a mission to create unique moments for travelers. Karan Aujla is an icon for many Indian consumers; someone they admire for his pursuit of excellence in breaking barriers to become a global icon. His collaboration with Patrón El Alto has a natural and authentic cultural relevance in the pursuit of greater heights.”
Karan Aujla commented, “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.”
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 and is offering connoisseurs an opportunity to experience a new pinnacle of taste and refinement.
