Altos Tequila Ramps Up with Striking New Redesign

As demand for premium tequila continues to surge, Pernod Ricard’s Altos tequila is making a bold statement with the launch of a striking new bottle. Inspired by its artisanal production and deep-rooted Mexican heritage, the eye-catching redesign is set to boost Altos’ visibility on-shelf and on back bars across the globe, while championing sustainability, all while maintaining the same quality liquid. Starting with its largest market, the new packaging will begin rolling out October 1. 

As one of the top 10 super premium tequilas in the US1 and consistently voted a top tequila for Margaritas and Palomas by bartenders globally2, Altos already has strong brand presence globally. The evolution of the new design builds on the equity by preserving iconic features, like its distinct 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, bringing the brand’s heritage to life visually, while paying homage to authentic Mexican culture. It’s a purpose perfectly captured in the brand’s ‘bold new look, same exceptional tequila’ tagline.

“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.”

Pre-launch research suggests the new look is set to do exactly that, having tested significantly better than the previous bottle. Alongside creating greater standout on-shelf and increasing value and authenticity perceptions, the new design has increased purchase intent by over 30%. The redesign also builds on Altos’ long-standing commitment to sustainability. In addition to already using 100% recycled glass, the new bottle now includes an extra +3% post-consumer recycled (PCR) material. It forms part of Altos’ mission to further close the loop, giving waste second life by using glass that has been used and discarded by consumers. The bottle’s weight has also been reduced, translating to a -5.7% reduction in CO2 emissions – all without compromising the bottle’s visual impact or brand identity. Designed to deliver even greater standout in a crowded market, while staying true to the values that have made Altos a global favorite, 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.

Altos is a super-premium Tequila, made from 100% pure Agave and Tahona liquid, crafted in the heart of Los Altos, 2104 meters above sea level in the western state of Jalisco, in Mexico. Born from a collaboration between Olmeca's own Master Distiller Jesús Hernández and the internationally renowned UK bartenders, the late Henry Besant and Dré Masso, Altos is made in part using the 500-year-old traditional Tahona method, before being distilled in small copper pot stills.