Bastian, the popular hangout in Mumbai, was buzzing one June evening. The mood was one of celebration and raising a toast to the launch of Patron El Alto. Singer and rapper Karan Aujla of Tauba tauba fame, who is the global brand ambassador for Patron El Alto, was the star performer of the night, and he worked the audience like only he could. They hung on to his every word and sang along with him. Of course, they knew the lyrics by heart, and Karan’s charm made them swoon.

Post-celebrations, we sat down with Jonas A, head of advocacy — India and neighbouring countries, Bacardi, to decode tequila, and more.

What is the USP of Patron El Alto?

El Alto sits at the pinnacle of our portfolio, within the Prestige range. While our core tequilas — Silver, Reposado, and Añejo — are celebrated for their purity and classic expressions, El Alto is a masterful blend of tequilas aged in a variety of barrels, carefully layered to deliver exceptional depth and smoothness. It’s distinct in its use of both the traditional Tahona and roller mill processes, creating a balance of minerality and richness that is unique to this expression.

Why did you choose Karan Aujla for this global partnership?

We have partnered with Karan Aujla, one of the most influential voices in the music industry today, as both Karan and El Alto embody the essence of bold ambition and artistic mastery. This collaboration is a celebration of those who push boundaries, redefine their craft, and reach for new heights. Karan is 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 artiste in his genre. The partnership kicked off with a landmark launch event in Mumbai.

Can you share a unique fact about tequila or tequila production?

The magic of El Alto lies in its meticulous blending and our deep respect for traditional methods. We use both the Tahona wheel — an ancient volcanic stone mill — and the more modern roller mill to crush the agave, which brings two distinct profiles: the Tahona lends earthiness and minerality, while the roller mill adds brightness and herbal notes. These are then aged in a mix of 11 different barrel types and combined in precise proportions after extensive testing and tasting. The result is a tequila with layers of caramel, dried fruit, honey, and a silky smooth finish — something truly singular.

Who is your target audience for El Alto?

Patron El Alto is designed for a new generation of luxury seekers — discerning individuals who are curious, globally aware, and eager to explore premium spirits beyond the traditional whisky landscape. In India, we see strong interest among affluent millennials, young professionals, and high-net-worth individuals who value craftsmanship, authenticity, and exclusivity. These are consumers who are well-travelled, culturally attuned, and drawn to experiences that reflect their evolving tastes and aspirations.

Our initial focus is on metropolitan cities such as Mumbai, Delhi, and Bangalore, where cocktail culture and demand for luxury spirits are thriving. Over time, we aim to expand to other high-potential urban hubs that are showing growing sophistication in their beverage preferences.

Can you share some pairing options to go with El Alto?

Pairing tequila with food is actually quite natural — because Mexican cuisine also involves strong, bold flavours, just like Indian food. With Patron in India, we plan to work with local chefs and create food and tequila pairing experiences. We might even draw inspiration from mountain regions across India and find synergies with El Alto, which is named after the Highlands of Mexico. In terms of specific pairings — fruits like mulberries and apricots, and ingredients like peppers and chillies — work beautifully with El Alto. That said, everyone’s palate is different. Our goal is to let people explore and discover what works for them.

What are some of the popular tequila cocktails?

If you like an Old Fashioned, try it with tequila — use agave syrup instead of sugar, a few dashes of bitters, and stir over ice. For something refreshing, Ranch Water is great — just Patron, soda water, and lime. And of course, in India, the spicy Picante cocktail with Patron Reposado, chilli, mango, and lime is a big hit.

What is one unique fact about Mexico that is a part of the tequila lore?

Many people think agave is a type of cactus. It’s not. It’s actually part of the lily family. And it’s incredibly versatile — in Mexico, it has been used for everything from textiles to medicine long before it became the source of tequila. There’s so much heritage behind it.

How is the India launch of Patron El Alto a strategic move for the brand?

The launch of Patron El Alto in India is perfectly timed with the country’s growing appetite for premium experiences. We’re witnessing a strong trend of premiumisation — consumers are investing more thoughtfully in fewer, high-quality products. This shift, combined with the rise of sophisticated cocktail culture and an increasingly creative bartending community, makes India ripe for introducing a tequila that embodies craftsmanship and luxury. It’s not just about market entry; it’s about entering at a moment when the culture is evolving toward a deeper appreciation of spirits like tequila.

What is your overarching strategy to establish Patron as a leading name in the Indian tequila category?

We’re not just entering a market — we’re stepping into a cultural shift where tequila is being reimagined as a refined spirit, on par with fine whiskies and cognacs. Our goal is to be at the heart of that shift, building affinity through community engagement, education, and elevated drinking experiences. Patron El Alto, with its depth, quality, and story, is our expression of that commitment. It’s about shaping how tequila is perceived and enjoyed in India for years to come.

How important is storytelling — around provenance, craftsmanship, and terroir — to engage discerning Indian consumers and elevating tequila as a sophisticated spirit?

Storytelling is absolutely essential in engaging discerning Indian consumers, especially when it centres around provenance, craftsmanship, and cultural authenticity. In India, where tradition, family, and community play such integral roles, audiences resonate deeply with narratives rooted in legacy, connected experiences, and shared values. At Patron, every bottle of El Alto is a testament to that spirit — meticulously handcrafted from the finest ingredients and brought to life by a community dedicated to excellence at every stage, from agave harvesting to ageing. This transformation in perception — from tequila as a party shot to a sophisticated, sipping spirit — is being led by curious, quality-conscious consumers who want to understand what goes into their glass. For instance, bars are focusing on storytelling through cocktails, creating immersive cultural experiences that resonate with patrons. ​

El Alto embodies our 35-year legacy of small-batch craftsmanship and pure, premium ingredients, while elevating it with innovative blends of extra añejo and reposado tequilas. It’s not just a drink — it’s an experience that mirrors Indian culture’s appreciation for depth, detail, and meaningful connection. Through storytelling and community-building, we’re able to present tequila as both an elevated spirit and a shared cultural moment.