• by Fern Siegel , 5 hours ago

PATRÓN has been named the official tequila partner for the Grammys on Feb. 1. That includes a PATRÓN bar at Grammy House and the tequila served at various official Recording Academy events.

The brand is also debuting The Golden Record as the official cocktail of the 2026 awards, created by mixologist Daniel Gonzalez of Licorería Limantour in Mexico City.

To highlight the alliance, BBH created a series of out-of-home ads running in downtown Los Angeles. All placements are close to the Crypto.com Arena, where the awards will be held. There are also social videos across the Grammy and talent partner sites, such as Grammy-award winning DJ/producer Kaytranada.

D-J Hageman, vice president of USA, PATRÓN Tequila, said: “The Grammy Awards represent the most exciting night in music, and PATRÓN is proud to be there celebrating alongside the artists who make it extraordinary. Our partnership with the Recording Academy allows us to toast the craft, creativity and passion that define this moment in music.”

Adam Roth, EVP of global partnerships and business development, The Recording Academy, added: “The Grammy Awards celebrate artistry at the highest level, and PATRÓN’s uncompromising commitment to craftsmanship and quality mirrors that pursuit of excellence.”

The Golden Record recipe:

1.5 oz PATRÓN El Alto tequila
1 oz Prosecco
0.5 oz Fino Sherry Tio Pepe
2 oz Pear cordial
Dash of Bergamot Bitters (Scrappy Bitters)
Garnish: 3 slices of red grapes