By Sitaram Mewati
As India’s Gen Z consumers increasingly gravitate towards experimental cocktails, premium tequila brand PATRÓN has introduced “Spicy Hour”, a bold new cocktail-led experience celebrating the growing popularity of spicy tequila serves and immersive social gatherings.
Centred around the signature PATRÓN Picante, the experience blends contemporary mixology, music, design and elevated nightlife culture. Crafted using PATRÓN Reposado, fresh lime, agave and chilli, the cocktail delivers a balance of heat, citrus and smooth tequila notes designed for modern social occasions.
Building on the signature serve, PATRÓN unveiled a specially curated Picante cocktail menu featuring four distinct creations. The line-up includes the OG Picante with jalapeño water and coriander, The Garden Picante with carrot and ginger, The Sun Kissed Picante with guava and tajin, and The Wild Picante combining mango, green chilli and fresh citrus flavours.
Goodies Narayanan, Chief Marketing Officer, Bacardi India
As part of the launch, PATRÓN also collaborated with luxury label Outhouse Jewellery for an exclusive jewellery collection inspired by the brand’s iconic bee emblem. Designers Kaabia and Sasha Grewal created statement pieces including a bracelet, pendant and charm bracelet featuring sculptural detailing and enamel accents.
The experience further extended into home celebrations with specially curated PATRÓN Picante cocktail-making kits designed for intimate gatherings and house parties.
Goodies Narayanan, Chief Marketing Officer, Bacardi India Speaking about the initiative, said the concept was created to celebrate energetic and elevated social moments while tapping into the rising popularity of spicy tequila cocktails among younger consumers. The PATRÓN Spicy Hour menu is currently available at select venues across India.
Editor in Chief : Mewati SItaram
