Bacardi has partnered with Indian rapper & singer Karan Aujla as part of a campaign for its Patrón Tequila brand.
The collaboration will see Bacardi launch the Patrón El Alto iteration in India and other markets across Asia, the Middle East and Africa, after having rolled it out in the UK, France and Spain, among others, earlier this year. A 12-month campaign will appear across digital, social and PR channels as well as via activations in Mumbai and Delhi airports in May and June.
El Alto is a blend of extra añejo, añejo and reposado tequilas, each aged in 11 barrels, made primarily of American and French oak. In the UK, it has an SRP of GBP190 (US$234.47) per 70cl bottle.
“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 Patrón El Alto,” said the brand’s global senior VP at Bacardi, Roberto Ramirez-Laverde. “This collaboration is a celebration of those who push boundaries, challenge conventions and continuously strive for greater heights.”
In February, Bacardi launched a fresh activation in the US for Patrón, which highlights what the company calls the brand’s “clean-label” approach.
