PATRÓN And Hit-Boy Present A Vivacious Collaboration “Mixed & Mastered”
PATRÓN is reaching new heights with the launch of PATRÓN EL ALTO while partnering up with legends of hip-hop who
Victoria Liotta
PATRÓN is reaching new heights with the launch of PATRÓN EL ALTO while partnering up with legends of hip-hop who emulate similar values, one being Hit-Boy . The world’s number one premium tequila and the master mixologist of music took the stage at ComplexCon in Long Beach, California to announce their “Mixed & Mastered” collaboration in partnership with Mass Appeal. January 2023 will release a docuseries that will transparently display the parallels between crafting premium tequila and producing timeless music.
Alongside the docuseries will be a high-energy record inspired by PATRÓN EL ALTO from one of hip-hop’s legendary artists.
“PATRÓN EL ALTO honors the effort of every proud PATRÓN familia member involved — from the agave selection to the distillation and aging — in creating a tequila so naturally sweet and balanced,” said D-J Hageman, Vice President of Marketing at PATRÓN. “In true PATRÓN style, Master Distiller David Rodriguez cut no corners and took care, attention, and time to create the pinnacle of perfection at PATRÓN. And now, with the strong return of nights spent out since the start of the pandemic, PATRÓN EL ALTO comes at a perfect time, bringing people together for extraordinary moments of celebration and encouraging those who wish to experience the very best of everything.”
Elegantly packaged in a distinctive bottle, matching the blue hues of the agave fields in the Jalisco Highlands, PATRÓN EL ALTO is desirable for all occasions – big and small. For $179 you can enjoy a bottle of your own the proper way – in the cities known for being the pinnacle of celebrating momentous occasions – New York, Miami, Las Vegas, and Los Angeles.
Hit-Boy Celebrates 50 Years of Hip Hop With PATRÓN
PATRÓN’s trusted quality and smooth taste have proven itself to be the pioneer of super premium tequila. The brand has long been a badge of status and success in hip-hop culture, and so, with hip-hop’s 50th anniversary approaching, PATRÓN brought together legends including Missy Elliot and Hit-Boy.
“This new collaboration with PATRÓN EL ALTO is extremely exciting. First of all, they threw the best party Las Vegas has ever seen, with the finest tequila anyone has ever tasted. It also feels like a full circle moment – PATRÓN has always been my go-to tequila since the beginning, so as my career is reaching new heights, it’s only fitting that I partner with PATRÓN which has also reached new heights with the launch of PATRÓN EL ALTO. I’m honored to be part of the PATRÓN Familia, and to bring my story with the brand to life in the only way I know how – through music,” noted Hit-Boy.
PATRÓN and Hit-Boy are masters of their respective crafts and create with passion. When the iconic artist visited Hacienda PATRÓN in Jalisco, Mexico for a two-day, immersive experience he learned the ins and outs of PATRÓN Tequila’s time-honored tequila-crafting process. He left inspired to create an anthem for the brand’s newest release, EL ALTO, as well as a short docuseries showing the chronicles of his journey.
Allie Bostwick, Global Senior Director of Communications, Culture & Brand Partnerships at PATRÓN Tequila who joined Hit-Boy on stage at ComplexCon shared, “PATRÓN and Hit-Boy came together to celebrate the launch of PATRÓN EL ALTO, which is our newest tequila that is changing the game and really taking things to new heights. We created PATRÓN EL ALTO for people to have something special to enjoy for big moments of celebration, like nights out at the club with your friends. Music is such an integral part of nightlife and is part of the fabric of PATRÓN, so this is the perfect collaboration with the master mixologist of hip hop, Hit-Boy. He is an iconic, world-class producer and we’re so excited to be dropping a new record that he produced with another legendary artist inspired by PATRÓN EL ALTO.”
New Heights With El Alto
PATRÓN makes their spirit on the path less traveled [by most brands] which is impressively rare in the industry and innovative. EL ALTO is created using a method that requires meticulous precision and time. The traditional Tahonas production process uses a two-ton volcanic stone to crush the baked agave which creates a tequila with natural sweetness and flavors of the earth.
David Rodriguez, PATRÓN Master Distiller states, “PATRÓN EL ALTO stays true to PATRÓN Tequila’s traditional roots in distilling while innovating in a way that achieves the best blended, aged tequila profile possible. The tequilas that harmoniously come together in PATRÓN EL ALTO are a result of selecting the finest 100% Weber Blue Agave in the highest parts of Jalisco, Mexico, a territory known for producing the sweetest agaves, which gives PATRÓN EL ALTO its incredibly smooth and sweet taste. We took four years to focus on only the best of the best and perfect the bold, sweet flavors of this expression the right way: naturally.”
EL ALTO is crafted with Extra Añejo and blended with Añejo and Reposado tequilas each aged to their maximum potential. In this bottle is four years of craftsmanship, ingenuity, and artistry, put together by Rodriguez and his team of talented distilling artisans. After engaging in over 300 tastings, they masterfully cultivated exceptional flavor. This exquisite spirit is naturally smooth with subtle notes of figs, honey, caramel, dried fruit, and vanilla.