PATRÓN Tequila is making a decisive move into Australia’s cultural calendar, signing on as the Official Spirit Partner of the 2025 ARIA Awards, as the premium spirits category accelerates its shift into experiential entertainment and high-attention live moments.
The partnership, announced ahead of the 39th ARIA Awards at Sydney’s Hordern Pavilion, positions PATRÓN not just as a drink of choice but as a cultural signifier – aligning the brand with craftsmanship, performance and the growing international momentum behind Australian music.
A luxury spirits brand muscling into the entertainment economy
Premium spirits increasingly see music as a battleground for brand relevance. For PATRÓN – already one of the world’s most recognised super-premium tequilas – the ARIA partnership deepens that strategy.
The brand is building a multi-layered presence across the event, from dedicated signature serves of PATRÓN El Alto, to a bespoke backstage bar for winners, and a fully branded PATRÓN x ARIA After Party taking over the Hordern Pavillion.
In a category where Diageo, Campari, and Pernod Ricard all invest heavily in music experiences, PATRÓN is signalling that its alignment with creativity and craft now extends well beyond Mexico’s Highlands and into Australia’s biggest cultural moments.
Inside PATRÓN’s ARIA footprint: from broadcast integration to a ‘Hacienda’-style takeover
The partnership spans multiple touchpoints designed to hit both broadcast viewers and talent backstage:
A PATRÓN El Alto backstage bar, integrated into the telecast, positioned as the “ultimate destination” for artists to pause and reflect post-win.
A premium Hacienda PATRÓN–themed After Party, complete with lush agave installations, margarita stations and live DJs driving a high-energy dancefloor.
Against a backdrop where brands increasingly compete for moments of emotional resonance – festivals, stadium shows, creator-led experiences – the ARIAs offer PATRÓN rare, high-trust visibility.
ARIA CEO Annabelle Herd welcomed the partnership with one eye firmly on the creative stakes.
“It is great to welcome PATRÓN Tequila as the Official Spirit Partner of the 2025 ARIA Awards,” Herd said.
“The ARIAs are a celebration of excellence and achievement, and PATRÓN’s commitment to recognising our amazing local talent, creativity, and success makes them the perfect partner for the Awards.”
The alignment comes as ARIA continues recalibrating its relationship with both fans and the industry, evolving the format, venue and integration opportunities to appeal to younger, more socially engaged audiences.