How elevated experiences, Mexican heritage are driving Patrón Tequila’s growth in India

Patrón Tequila was founded in 1989 by John Paul DeJoria and Martin Crowley. They aimed to create a premium tequila that showcased the best of Mexico’s national drink. The original Patrón Tequila was produced by Casa 7 Leguas, one of Mexico’s oldest distilleries.

The brand made its Indian debut in 2010 through a strategic partnership with Aspri Spirits, a leading importer and distributor of premium wines and spirits. This collaboration introduced Indian consumers to Patrón’s exceptional range through exclusive launch events in Mumbai and Delhi.

In 2018, Patrón became part of the Bacardi portfolio following a $5.1 billion acquisition, solidifying its presence in global markets, including India. Since then, Bacardi has actively expanded Patrón’s footprint in the country. In September 2024, Bacardi launched Patrón El Alto in Delhi Duty-Free, marking its entry into India’s travel retail sector. Soon after, in November 2024, it introduced Patrón El Cielo, the world's first four-times distilled tequila, setting a new benchmark in India’s luxury spirits market.

In an exclusive interaction with Adgully, Adtnu Tiwari, Category Lead - Premium White Spirits, Bacardi, shares insights on PATRÓN’s collaboration with Suneet Verma, exploring how the brand’s Hacienda-style elegance aligns with Verma’s luxury fashion aesthetic. He also discusses the delicate balance between preserving PATRÓN’s Mexican heritage while adapting to global luxury trends and provides examples of tailored activations and campaigns that PATRÓN has executed in India.

Additionally, Tiwari sheds light on shifting consumer preferences for premium spirits and how PATRÓN educates Indian consumers about tequila as a high-end choice. He delves into PATRÓN’s engagement with India’s growing community of mixologists and bartenders, fostering a thriving tequila culture in the country.

The conversation also covers sustainability initiatives, the future of tequila in India, and how PATRÓN is strategizing to stay ahead of the curve in the evolving spirits landscape.

What was the inspiration behind PATRÓN’s collaboration with Suneet Verma? How did the brand’s Hacienda-style elegance align with his luxury fashion aesthetic?

As consumers move towards curation over mere consumption, we are redefining luxury through elevated experiences. The Quetzalli collection, highlighting our collaboration with renowned Indian designer Suneet Varma, is another milestone in this journey – delivering a unique fusion of Mexican artistry and Indian elegance to Indian audiences. Celebrating the boldness and timeless beauty of both cultures, the vision is to bring alive the spirit of luxury tequila for discerning Indian consumers with this initiative. Inspired by Mexico’s vibrant aesthetics and refined craftsmanship, this collection brings the essence of PATRÓN’s Hacienda-style elegance to India beyond the liquid – delivering an experience that seamlessly blends culture, fashion, and artistry through an elevated, immersive experience.

How does PATRÓN strike a balance between preserving its Mexican heritage and adapting to global luxury trends?

PATRÓN is a global icon of craftsmanship and quality, deeply rooted in its Mexican heritage. The bottle is meticulously crafted at Hacienda PATRÓN using time-honored techniques like the traditional tahona process, ensuring authentic, handcrafted excellence with every sip. This commitment for elevated excellence aligns perfectly with the growing global demand for premium and unique drinking experiences – setting the stage for us to weave PATRÓN’s rich Mexican heritage into elevated experiences.

India is a prime example, where we are meeting the rising demand for authenticity and craftsmanship by integrating PATRÓN’s heritage into authentic storytelling, exclusive experiences, and premium collaborations. From hosting India’s influential voices at Hacienda PATRÓN to forging strategic partnerships across fashion, artistry, and luxury, we are bringing consumers closer to the spirit behind the spirit – all the while staying true to tequila’s Mexican roots and PATRÓN’s global promise of unmatched quality, craftsmanship, and taste.

With India being a growing market for premium spirits, how does PATRÓN’s approach cater to the country’s evolving luxury landscape?

India’s premium spirits market is growing rapidly, signalling a strong consumer shift towards curation over consumption. There is a growing preference for elevated drinking experiences that deliver quality, craftsmanship, and personalization for discerning consumers.

Offering an experience rooted in the rich heritage of tequila-making, PATRÓN is leading this transformation. Its meticulous small-batch production and commitment to artisanal craftsmanship strike a chord with modern Indian consumers who prioritize authenticity and quality in their services. Beyond the drink, PATRÓN continues to redefine luxury tequila in India through exclusive and premium collaborations – engaging consumers with unforgettable experiences that celebrate its heritage and artistry while aligning seamlessly with the country’s evolving appetite for premium spirits.

Could you share examples of tailored activations or campaigns that PATRÓN has executed in India to engage its luxury audience?

We are focused on deepening our presence and resonance in India, which stands as one of our key markets. Expanding our premium portfolio, we introduced our latest offering PATRÓN EL CIELO, the world’s first tequila to be distilled four times, to a phenomenal response in the India market. Looking at the year ahead, we have a pipeline of exciting cross-cultural partnerships, premium collaborations, and exclusive activations designed to engage India’s evolving luxury spirits audience and position PATRÓN firmly at the forefront of the country’s premium alcobev landscape.

With Indian consumers becoming more experimental, what shifts have you observed in their preferences for premium spirits, and how does PATRÓN educate them about tequila as a premium choice, especially for those traditionally inclined toward whiskey or vodka?

Indian consumers are increasingly open to exploring premium spirits beyond traditional choices, with tequila emerging as a popular choice for its versatility and craftsmanship. Picante, our hero serve crafted with PATRÓN Reposado, has been instrumental in introducing tequila to new audiences, with its spicy-sour notes tailored to the Indian palate. Additionally, our pipeline of strategic collaborations and special events on significant cultural moments like World Margarita Day and Tequila Month continues to bring alive moments that matter for Indian consumers, reinforcing its presence and deepening its connection with India’s premium spirits landscape.

Cocktails are becoming increasingly popular in India. How does PATRÓN engage with the growing community of mixologists and bartenders to create a tequila culture in India?

Driven by its versatility in cocktails and premium taste, tequila is stealing the spotlight behind bars across India. Consequently, a growing number of bartenders and mixologists are eager to craft elevated tequila-based cocktail experiences. As category leaders, we are excited about this opportunity to shape India’s evolving tequila culture. From our ownership of Picante at a time when Indian consumers are embracing bold, spicy (50%) cocktails to immersive experiences that celebrate tequila’s Mexican heritage, we are deepening our engagement with the mixology community and empowering them with avenues that place tequila at the forefront of India’s cocktail landscape.

With sustainability becoming an integral part of luxury, what are PATRÓN’s initiatives to ensure environmentally conscious production?

For us, honoring our land, craft, and community is part of our ethos in ensuring PATRÓN’s legacy for generations to come. With a sustainability-first mindset, we ensure that we not only craft exceptional tequila but also protect the environment that makes it possible. Our commitment translates into actionable initiatives – right from sourcing and waste management to larger local conservation impact.

Futureproofing the long-term supply of Weber Blue Agave, we invest in research with a leading agricultural institute in Mexico and ensure responsible harvesting practices that maintain the plant’s natural reproduction cycle. Supporting a sustainable circular economy with responsible waste management efforts, we repurpose leftover agave fibers into over 5,500 tons of compost annually. Beyond agave, we actively invest in local conservation; we have actively reforested or donated approximately 16,000 trees since 2015. Instead of clearing land for expansion, we have preserved 3,000 lime trees by transplanting them — a testament to our deep-rooted commitment to our product, people, and environment.

With PATRÓN expanding its footprint in India, what regions or consumer segments do you see as untapped opportunities?

While Tier 1 cities like Delhi, Mumbai, and Bengaluru continue to drive majority sales with a strong base of discerning consumers, we are witnessing the growing demand for premium spirits penetrate beyond metro markets across the country. As more consumers appreciate high-quality spirits and elevated experiences, the opportunity to deepen our cultural connection and introduce PATRÓN to new audiences is immense, making this an exciting time for us to seize India’s rapidly premiumising alcobev industry.

What does the future of tequila in India look like, and how is PATRÓN planning to stay ahead of the curve?

Tequila is growing at an unprecedented pace in India, emerging as one of the fastest-growing spirit categories with the increasing consumption. As Indian consumers become more discerning, their appreciation for premium spirits — especially agave-based ones — is driving a significant shift in the market beyond the confines of metro cities.

Aligned with these preferences, PATRÓN has established itself as the leading brand in the super-premium category. Our demonstrated success in key markets like Delhi, Mumbai, Goa, and Bengaluru has been exceptional, making PATRÓN synonymous with artisanal craftsmanship and high-quality ingredients. Building on this momentum, we are focused on expanding our super-premium portfolio with timely new introductions while also driving awareness through elevated and authentic tequila experiences.  Beyond products, we are actively popularising the PATRÓN Picante – a tequila-based cocktail with spicy-sour notes that perfectly suit the Indian palate – through strategic partnerships and events. With exciting plans for the year ahead, we are on track to reinforcing PATRÓN as the definitive choice for India’s growing community of tequila enthusiasts.