PATRÓN has introduced ‘PATRÓN® EL ALTO’ in India and select markets across Asia, the Middle East, and Africa (AMEA), in collaboration with South Asian-Canadian artist Karan Aujla. This partnership reflects a mutual alignment in values around craftsmanship, cultural expression, and evolving consumer engagement.
As part of the launch, a content shoot at Hacienda PATRÓN documented Aujla’s experience with the production process—spanning agave harvesting to barrel aging—to convey themes of heritage and artisanal quality. The resulting material will support a yearlong campaign across digital, social, and PR platforms, with a focus on self-expression, celebration, and responsible consumption.
In addition, PATRÓN EL ALTO will appear across Aujla’s creative and public platforms, including music and live performances. The collaboration also extends into global travel retail, with visibility at Mumbai and Delhi airports during May and June 2025. This approach aligns with increasing international travel from India and growth in the country’s luxury travel retail sector.
Image Credit: PATRÓN
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