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Patron to enter the prestige tequila market BYCHRIS MORRIS November 4, 2022 at 11:48 AM EDT Patron Tequila is ready to take a spot on the top shelf. The company, on Monday, will debut Patron El Alto, a prestige new tequila expression that will be the companys first foray into the super-premium space. Weve been bold innovators when it comes to tequila, D-J Hageman, vice president of marketing at Patron, tells Fortune. This is us making a statement again.