Last month’s ComplexCon was one for the books! And no one had a better time than Hit-Boy.
Riding on the coattails of his opening performance for music icon, Missy Elliott, at the launch of PATRÓN EL ALTO at Las Vegas hot spot, Zouk, the Grammy award-winning rapper and producer joined forces with PATRÓN Tequila once again at ComplexCon. During a ComplexCon(versations) panel with host Speedy Morman, Hit-Boy and PATRÓN took the stage to announce their upcoming Mixed & Mastered collaboration in partnership with Mass Appeal which includes a high energy record inspired by PATRÓN EL ALTO, as well as an accompanying docuseries that’ll both be dropping in January 2023.
As the brand’s first entry into the prestige tequila category, PATRÓN EL ALTO is an impressively rare and masterfully aged tequila handcrafted from the finest 100% Weber Blue Agave grown in the highest parts of Jalisco, Mexico, yielding the sweetest agaves for an incredibly smooth taste.
During the panel, Allie Bostwick, Global Director of Communications, Culture & Brand Partnerships at PATRÓN Tequila, and Hit-Boy peeled back the curtain to share more about the partnership and how it has come to life. For Hit-Boy, it all started when he visited Hacienda PATRÓN in Jalisco, Mexico, for a two-day, immersive experience where he learned the ins and outs of PATRÓN Tequila’s time-honored, handcrafted tequila-making process. As a culmination of his journey, Hit-Boy left inspired to create an anthem for the brand’s boldest innovation to-date, PATRÓN EL ALTO, along with a two-part docuseries that chronicles every step of the journey, debuting the trailer exclusively at ComplexCon.
Bostwick shared, “Music is such an integral part of nightlife and is part of the fabric of PATRÓN, so this is the perfect collaboration with the master mixologist of hip hop, Hit-Boy. He is an iconic, world class producer and we’re so excited to be dropping a new record that he produced with another legendary artist inspired by PATRÓN EL ALTO.”
After his panel concluded, Hit-Boy headed over to the PATRÓN EL ALTO bar where he did a meet and greet, and mingled with attendees who enjoyed a selection of PATRÓN Tequila cocktails and the prestige PATRÓN EL ALTO served neat.
But that’s not all. As the sun began to set Sunday afternoon, ComplexCon revelers headed over to the Long Beach Convention Center arena to catch the I Know NIGO® performance, with lucky attendees posting up in the PATRÓN EL ALTO VIP lounge for drinks.
When all was said and done, ComplexCon was certainly a “hit” for Hit-Boy and PATRÓN EL ALTO. Cheers to continuing to reach new heights together, with more to come from Hit-Boy and PATRÓN Tequila in 2023!
