Patrón Tequila steps into a defining cultural moment as the Official Tequila Partner of the 2026 Grammy Awards, aligning its legacy of craftsmanship with music’s highest honor. Through immersive Grammy Week experiences and the debut of The Golden Record cocktail, the partnership celebrates artists who pursue excellence without compromise. Together, Patrón and the Recording Academy elevate the intersection of luxury, artistry, and global influence.
Where Craft Meets Culture
True luxury is never accidental. It is shaped by discipline, patience, and an uncompromising respect for process. These values define Patrón Tequila, now entering a new chapter as the Official Tequila Partner of the 2026 Grammy Awards. Announced from Hamilton, Bermuda, the partnership brings together two institutions that understand greatness as something earned, not assumed.
The Grammy Awards stand as the ultimate peer recognized celebration of musical excellence. Patrón, the world’s number one super premium tequila, shares that same reverence for mastery. Both honor heritage while continuously shaping modern culture, making their union a natural and elegant progression.
A Spirit with a Soundtrack
For more than thirty years, Patrón has held a singular place within music culture. Referenced in over 400 songs and embraced across genres, it has become shorthand for achievement, celebration, and arrival. Its presence spans recording studios, festival stages, and intimate after hours gatherings where creative ideas take form.
From its iconic role in hip hop to its enduring support of Latin musicians and emerging global artists, Patrón has remained closely aligned with those who define their sound through dedication and originality. This cultural history makes the Grammy Awards partnership feel authentic rather than symbolic. Patrón has long been part of the music conversation, and now it takes its place at the center of music’s most important night.
Grammy Week, Elevated
As Official Tequila Partner, Patrón will be woven throughout Grammy Week with a series of refined, immersive experiences designed to honor artistry. The brand will serve as the tequila of choice at marquee Recording Academy events, offering moments of connection and celebration for artists, producers, and industry leaders alike.
At Grammy House, the annual multi day gathering that brings the music community together, guests will encounter a striking 360 degree Patrón bar. The space is designed as both a social hub and a showcase of the brand’s craftsmanship. Patrón will also be served at prestigious events including the MusiCares Person of the Year ceremony and Recording Academy Honors Presented by the Black Music Collective, each featuring dedicated bars and thoughtfully curated cocktails.
On the night of the awards, winners will toast backstage at the Patrón Reaching New Heights Bar in the Media Centre, celebrating career defining moments with a glass of Patrón El Alto.
Introducing The Golden Record
Every iconic collaboration deserves a signature expression. For the 2026 Grammy Awards, that expression is The Golden Record, the official cocktail of the evening. Created in collaboration with award winning mixologist Daniel Gonzalez of Mexico City’s celebrated Licorería Limantour, the cocktail is a refined study in balance and depth.
At its core is Patrón El Alto, a rare blend of Extra Añejo, Añejo, and Reposado tequilas. Handcrafted in small batches at Hacienda Patrón in the Highlands of Jalisco, El Alto delivers a luxuriously layered profile defined by smoothness and complexity. The cocktail pairs the tequila with Prosecco, Fino Sherry, pear cordial, and a measured dash of bergamot bitters, resulting in a drink that feels both celebratory and composed.
The Golden Record is more than a cocktail. It is a liquid tribute to harmony, craftsmanship, and the artistry that defines both great music and great tequila.
Shared Voices, Shared Values
The leaders behind the partnership emphasize the alignment at its core. D J Hageman, Vice President of USA for Patrón Tequila, describes the Grammy Awards as the most exciting night in music and a fitting stage to celebrate artists who shape culture through passion and precision. From the red carpet to backstage moments, Patrón’s presence is designed to honor creativity at every level.
Adam Roth, Executive Vice President of Global Partnerships and Business Development at the Recording Academy, notes that the Grammys celebrate artistry at the highest standard. Patrón’s commitment to craftsmanship and quality, he says, mirrors that pursuit of excellence, making the partnership a natural extension of the Academy’s values.
Beyond the Ceremony
The collaboration continues after the final award is presented. In the weeks following the Grammys, fans will see an exclusive behind the scenes social interview produced by the Recording Academy and Patrón. Grammy Award winning DJ and producer Kaytranada will reflect on his journey to musical greatness over a glass of Patrón, offering an intimate perspective on the discipline and vision required to build a lasting creative legacy.
For audiences at home, Patrón invites participation through a trio of signature cocktails designed to suit different moods and moments. The Patrón High Note blends silver tequila with tomato mango puree, citrus, and a salted rim for a vibrant, expressive serve. The Clear Winner offers a more contemplative aperitif style cocktail featuring Patrón Cristalino, bianco vermouth, and aromatic bitters. Each drink reflects a different facet of Patrón’s versatility and refinement.
Inside the Art of Patrón
What distinguishes Patrón is its devotion to detail. From hand harvesting only the finest one hundred percent Weber Blue Agave to honoring traditional distillation methods, every step is guided by precision and care. Each bottle is individually labeled, numbered, and inspected, reinforcing the brand’s belief that consistency is born from intention.
Despite its global stature, Patrón remains exclusively produced in the Highlands of Jalisco, Mexico. Small batch production and time honored techniques continue to define the brand, preserving the integrity that first earned its reputation as a luxury spirit.
This respect for process mirrors the ethos of the Recording Academy. Both institutions understand that excellence is cumulative, built through countless unseen hours of dedication.
A Golden Moment
As the world turns its attention to the 2026 Grammy Awards, Patrón stands not merely as a sponsor, but as a cultural collaborator. In every raised glass is a recognition of the artists, creators, and craftspeople who move culture forward through commitment and vision.
In this meeting of sound and spirit, Patrón and the Grammy Awards offer a powerful reminder. True luxury is not defined by excess, but by authenticity, discipline, and the relentless pursuit of perfection.
Writen By: Lydia Kelly
Published: 22nd January 2025