Bacardi’s Patrón brand has secured “official tequila” status for this year’s Grammy Awards after signing a deal with the Recording Academy.
The agreement will see Patrón activated across the week ahead of the ceremony on 1 February, including at official Recording Academy events, VIP hospitality and backstage experiences. As part of the partnership, the brand will debut ‘The Golden Record’ as the “official cocktail” of the 2026 Grammys, created using Patrón El Alto, its super-premium tequila blend.
The brand will also feature at industry gatherings such as Grammy House, the MusiCares Person of the Year ceremony and Recording Academy Honours events, with additional digital content planned in collaboration with the Recording Academy following the awards event.
Financial details of the collaboration were not disclosed.
In August last year, Patrón signed a marketing tie-up with global music platform Boiler Room.
