Reflecting Karan’s growing international popularity, his partnership with Patrón El Alto is set to be a major highlight at Mumbai and Delhi airports in May and June 2025.

Patrón Tequila, which touts itself as the world’s number one super-premium tequila, said it is continuing its pursuit of excellence by joining forces for a global partnership with Karan Aujla, whose music blends traditional Punjabi sounds with Western influences of R&B, pop and hip-hop.

As part of this journey, Patrón is introducing Patrón El Alto to the Indian travel retail and domestic markets.

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.

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 travelling abroad like never before.

With a CAGR of circa 15%, the travel retail market in India is the fastest growing globally and is expected to almost double in size from US$0.75bn in 2024-2025 to US$1.5bn by 2029-2030, according to YCP Auctus.

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 the tequila through this cultural collaboration.

A content shoot at Hacienda Patrón captured Karan engaging with the brand to tell an authentic story of heritage, luxury and craft.

“Success isn’t instant—it’s built over years of dedication, perseverance, and passion,” said Karan Aujla. “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.

From the agave fields to barrel rooms, the visuals underscore a shared commitment to excellence and authenticity.

These elements from the anchors of a 12-month campaign 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.

Darragh Ryan, Marketing Director, Bacardi Global Travel Retail, remarked on the opportunity for India travel retail. “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 PATRÒN El Alto has a natural and authentic cultural relevance in the pursuit of greater heights.”

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