PATRÓN Tequila Named Official Tequila Partner of the 2026 GRAMMYs
ENTERTAINMENT
Throughout Grammy® Week, PATRÓN will introduce a series of elevated experiences designed to toast Music's Biggest Night®.
PATRÓN Tequila has officially signed on as the Official Tequila Partner of the 2026 GRAMMY Awards.
The partnership marks the first time the world’s leading super-premium tequila brand has officially teamed up with the Recording Academy, bringing a series of elevated hospitality experiences and custom cocktails to Music’s Biggest Night®.
A Legacy Built in the Studio
While the partnership is new, PATRÓN’s presence in music is decades old. The brand has been name-dropped in more than 400 songs across genres, evolving from a hip-hop status symbol to a staple in the Latin music scene and beyond.
“PATRÓN has built a cultural legacy within music... as a symbol of success and prestige,” noted the brand in its announcement. By aligning with the GRAMMYs, PATRÓN is formalizing its role as a supporter of artists who refuse to compromise on their craft.
Introducing "The Golden Record"
To celebrate the inaugural year, PATRÓN is debuting The Golden Record, the official cocktail of the 2026 GRAMMY Awards. Created in collaboration with Daniel Gonzalez of Mexico City’s famed Licorería Limantour, the drink features PATRÓN EL ALTO, a high-end blend of Extra Añejo, Añejo, and Reposado tequilas.
The Golden Record Recipe:
1.5 oz PATRÓN EL ALTO Tequila
1 oz Prosecco
0.5 oz Fino Sherry
2 oz Pear cordial
Dash of Bergamot Bitters
Grammy Week: 360-Degree Integration
Fans and industry insiders will see a robust PATRÓN presence throughout the week leading up to the awards:
Grammy House: A multi-day immersive experience featuring a 360-degree PATRÓN bar.
Official Ceremonies: Dedicated bars and specialty cocktails at the MusiCares® Person of the Year gala and the Recording Academy Honors presented by the Black Music Collective.
The Media Centre: A "Reaching New Heights" bar where winners can toast their victory backstage.
Behind the Scenes with Kaytranada
Following the awards, the partnership will extend into digital content. The Recording Academy and PATRÓN will produce an exclusive interview with GRAMMY-winning producer Kaytranada, discussing his journey to "musical greatness" over a glass of PATRÓN.
Culture as Currency
For luxury brands in 2026, it’s not enough to be a sponsor; you have to be a participant. By formalizing a relationship that has existed organically in lyrics and backstage rider lists for 30 years, PATRÓN is turning its cultural currency into a strategic, 360-degree brand experience.