Tequila's New Frontier, Led by PATRÓN EL ALTO.
If you’re prone to a celebratory alcoholic beverage, tequila’s “main character” energy won’t have gone over your head these past few years. The adaptable spirit has long been associated with parties, being backed as quickly as possible, and coming predominantly in the form of a shot. In recent times however, new quality-driven crowds have found the Mexican-born spirit- and they’re championing it. But, why?
PHOTO CREDIT: PATRÓN
This rather wide-ranging question begs a plethora of answers, and while there is no one reason why tequila has started to dominate the luxury drinks market, there are definite indicators. Most notably, consumers are doing more than just “consume” in 2025; they’re looking beyond. Now, stay with us here. Run clubs, luxe parties, community workout sessions, celebratory drinks and more… what do these all have in common? Well, when people spend their money, they’re now looking to do more than just take something at face value; they’re connecting with one another, or staying healthy and finding a community. They want backstory, history, and an understanding of what they’re engaging with, buying products that reflect an elevated sense of taste whilst “matching the mood” of their functions. Living in the information-heavy “Digital Era,” this was always going to be an eventuality. Enter, tequila. The spirit has proven to be a gateway for health-oriented individuals and the well researched to adapt their new ways around enjoying an elevated celebratory drink with friends, taking the drinking experience beyond the Champagne-only experiences of yesteryear. Whether it’s a cocktail or a simple soda and lime mix, tequila has been enhanced amongst more youthful crowds as a “new wave” alternative to some of its celebratory counterparts, redefining what drinking culture looks like through tried and tested methods as well as a rich historical background. In turn, this focus on story and community brings quality to the foreground.
As we all know, community and quality go hand-in-hand. After all, good products draw bigger crowds. Nobody knows this better than PATRÓN, and its latest product is a culmination of longstanding tradition, elevated quality, “rootsy” storytelling, as well as this distinct sense of community.
Born out of Jalisco, Mexico, tequila has been one of the country’s biggest exports in recent years, with there having been a 29.3 percent increase at the start of 2025. In essence, tequila is the wave right now. Channelling this buzz, PATRÓN’s latest product, titled EL ALTO, combines the aforementioned quality, care, and consideration with an authentic understanding of community and bringing people together, and the people are catching on. Visiting PATRÓN’s invite-only Hacienda in the hills of Jalisco, Mexico, we got a real-life understanding of what makes PATRÓN so unique, with this physical manifestation of community helping to underline what makes tequila the drink of the modern age. PATRÓN tequila is born out of the community-centric environments that it wants to create and be involved in as a product around the globe, with EL ALTO being the latest instalment in that. Being just one of many PATRÓN products curated by a substantial team of passionate individuals on-site, ranging from the factory team and board members to the packaging department and Hacienda staff, all of the PATRÓN squad are pulling in the same direction.
Proving their worth as the world’s number one super-premium tequila brand, PATRÓN’s EL ALTO puts a prestige touch on the fan favourite product, maintaining the brand’s historical level of quality. Made through blending Extra Añejo, Añejo, and Reposado tequilas, all of which are aged to perfection in 11 distinct barrel varieties – primarily American and French oak – EL ALTO brings forward a distinct smoothness as well as a refined taste profile, with subtle notes of figs, honey, caramel, dried fruit, and vanilla setting this product apart. As you might have expected, EL ALTO keeps it close to home, being made from the finest 100% Weber Blue Agave grown in the highlands of Jalisco, Mexico under the guidance of legendary Master Distiller David Rodriguez and his team of distilling artisans. PATRÓN “azure blue” dons the EL ALTO bottle, being inspired by the agave fields of the Jalisco Highlands, with each bottle paying tribute to the beauty and heritage of the region. Essentially, all roads lead back to Jalisco, the quality of its product, and the people that make it. Once again, it’s all a team effort.
Whether you’re looking for a community-driven drink to celebrate your special occasions, a more health-oriented alternative to the traditional options, or you simply want a really good bottle of tequila, PATRÓN’s EL ALTO is the one for you.
PATRÓN’s latest innovation is available to try in select premium venues across the UK, including Bacchanalia, Los Mochis, and Dear Darling.
