Spirits: The Patrón saint of indulgence

India Today

01-07-2025

(NOTE: This article was originally published in the India Today Spice issue dated June 2025)At the heart of the celebration were two icons—Patron and Karan Aujla—coming together to launch Patron El Alto, a super-premium tequila crafted in Hacienda Patron which is is located in the municipality of Atotonilco el Alto in the Mexican state of Jalisco. Tradition, craftsmanship, and contemporary cool came alive at Bastian on Top, the swanky roof-top lounge that hosted this magnificent launch.advertisementAujla, dapper in black, brought his magnetism and electric energy to the stage. His performance was a spectacle—Wavy, On Top 2, and the mega-hit Tauba Tauba had the crowd dancing nonstop. Sleek bars lined with Patron Silver, Reposado, and Anejo—its classic variants—set the tone, while silver-accented agave leaf installations evoked the brand's Mexican heritage.Cheers, torchlights, and glowing wristbands fired up Aujla's pan-Indian and global fanbase red hot. Just six months after his last sold-out concert in the city, the Punjabi music icon had returned with an even bigger bang.
The Patron El Alto, poured in teal coloured flutes
advertisementAt 28, Aujla has achieved what few have—his music is rooted in raw emotion, his global footprint has seen more than 48 crore views for his song Tauba Tauba, a collaboration with Vicky Kaushal which went viral last year. His roster of upcoming concerts across seven countries reflects just how widely his music resonates with younger audiences. In fact, in May this year, his laidback hit hip-hop number Courtside debuted on Billboard Canadian Hot 100.Aujla has painstakingly set his own rules. The songwriter- singer's appeal extends far beyond India with global audiences drawn to his voice, his style and his soulful words. Described by Jassie Gill, in an earlier interview, as a 'prolific writer', Aujla's poetry probably comes from pain; he lost his parents when he was a young boy, and turned to songwriting, eventually breaking out with a hit Range in 2014 alongside Gill. Aujla effortlessly blends Punjabi music with hip-hop and rap beats, creating a sound that is unique and appealing, which has propelled him to global acclaim. His sold-out concerts have surpassed ticket sales of big international acts.
Artists performing to the foot-tapping music played by the DJ
Patron cocktails poured over artisanal branded ice cube
It's no surprise that the Punjabi-Canadian singer-musician was handpicked by Patron as its global ambassador. 'At Patron, we are relentless in our pursuit of excellence—crafting tequila with an uncompromising commitment to quality, tradition, and innovation. 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 Patron El Alto. This collaboration is a celebration of those who push boundaries, challenge conventions, and continuously strive for greater heights,' says Roberto Ramirez-Laverde, Global Senior Vice President, Patron Tequila.Patron has long collaborated with musicians and creators whose work is path-breaking and aspirational. In the past, the brand has partnered with Grammy Award-winner Michelle Zauner, artist Jessie Reyez and supported the More Than Tequila Music Series. Aujla is the new popular musical name that promises to take the brand to new big-market audiences in India and the Asian, Middle East and African markets.Patron's latest launch, the El Alto is a super-premium tequila crafted in the Mexican highlands of Jalisco and is a meticulous blend of Reposado, Anejo, and Extra Anejo tequilas. It is distilled from hand-harvested 100 per cent Weber Blue agave grown in Jalisco and handmade in small batches using only three ingredients—agave, water, and yeast. Rich, smooth, and luxurious, it symbolises the soul of modern tequila craftsmanship.advertisementA global partnership with Aujla is emblematic of Patron's ethos—rooted in heritage but global in reach and innovation. The partnership between the two creative brands is a powerful statement. Both embody bold ambition, artistic precision with a global appeal that eschews boundaries. El Alto, crafted in the Mexican highlands and celebrated across the globe, redefines luxury tequila. Aujla, with his fusion of Punjabi rhythm and global sound, has transformed music for an entire generation, and is one of the most influential voices in the industry today. Together, they represent a collusion of craftsmanship, creativity, and charisma.
Karan Aujla steps into the world of handcrafted luxury tequila at the Patron hacienda in Mexico
The Patron El Alto launch in Mumbai was sheer spectacle as the El Alto bottle was unveiled and Aujla's high-energy chartbusters kept the spirits high and the room grooving to the beats of Fireball, Ishq, Magic In The Air and other dance tracks spun by a young DJ, until Aujla took to the stage. Amid a rousing welcome, the rapper-singer belted out chartbusters such as Wavy, On Top 2, and Tauba Tauba and his magnetic stage presence simply raised the bar. Every detail about the evening spoke of tasteful extravagance. The venue shimmered in a luxe palette of teal and silver, a visual nod to the distinctive El Alto bottle.advertisementBut the crowning glory was reserved for the evening's finale: the Patron El Alto, poured into elegant teal-hued flutes added a melodic rhythm to Aujla's pulsating music. The singer, whose creative journey recently took him into the heart of Jalisco's agave fields as Patron's global partner, mirrored the brand's sentiment. 'Success isn't instant; it's built over years of dedication, perseverance, and passion. That's why Patron 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.'Once a party-ender gulped down with salt and a wedge of lemon, tequila is now the soul of an evening, inspiring innovative cocktails or sipped neat on artisanal ice. The charm of Patron El Alto lies in its exclusivity. The hand-harvested agave is distilled in traditional processes and each bottle is inspected and individually labelled and numbered.advertisementEl Alto's India launch at duty free stores in Mumbai and Delhi comes during the peak travel months of international travel. As the music finally winds down, the spirited evening prepares for another tequila sunrise.Subscribe to India Today Magazine- Ends