Altos Tequila Announces Rebranding
As the premium tequila category continues to trend, Pernod Ricard’s Altos tequila has unveiled a new bottle design
Inspired by its artisanal production and Mexican heritage, the redesign is meant to boost Altos’ visibility on-shelf and on back bars, the company says, while highlighting sustainability.
The liquid inside remains the same.
Starting with its largest market, the new packaging debuts in the U.S. this month, before rolling out globally from September.
The evolution of the new design intends to build on brand equity by preserving traditional features, like the wooden lid, while dialing up its premium, crafted appeal. Inspired by Mexico’s vibrant rótulos – hand-painted street signs known for their expressive character and typography – the new bottle celebrates the “Maker Spirit” at the heart of Altos’ artisanal process, the company says.
“Bartenders and consumers love Altos for its authenticity, craftsmanship and quality but, in today’s crowded tequila market, liquid that wins on taste needs packaging to match,” says Daniela Via – Global Marketing and S&R Vice President at House of Tequila, Pernod Ricard. “Our new bottle makes sure Altos stands out at first glance. It’s bold, attention-grabbing and unmistakably Mexican – perfectly-crafted to win consumer consideration.”
The redesign of the Altos bottle is meant to reflect the brand’s commitment to sustainability. While glass bottles are fully recyclable at the end of their life, it now includes 3% post-consumer recycled (PCR) glass, supporting the brand’s efforts to close the loop and give waste a second life. In addition, the bottle has undergone a lightweighting process, reducing the weight of its glass bottle by 5.6% while maintaining its visual impact and brand identity.
The new bottles will roll out across the core Altos Plata, Reposado and Añejo expressions, as well as Altos ready-to-serve Margaritas. The range is widely available across most major retailers, as well as specialist drinks distributors.
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