Altos Tequila launches RTD Margaritas

Pernod Ricard-owned Olmeca Altos Tequila has released a range of ready-to-drink (RTD) Margaritas.

The new canned, single-serve cocktails are available in lime and watermelon varieties.

“Today’s time-pressed consumers are looking for easy ways to enjoy their favourite cocktails, and the RTD market is booming,” said Michael Merolli, CEO at House of Tequila – Pernod Ricard. “But quality perceptions aren’t always positive in this segment.

“We’ve already successfully challenged those perceptions with the launch of larger-format Altos Margarita ready-to-serve bottles in lime and strawberry flavours last year.

“Now we’re on a mission to push this further by making this classic serve accessible on the go – showcasing that quality and convenience can go hand in hand.

“Altos is, without a doubt, the best-placed Tequila brand to achieve this, having consistently been voted the number-one Tequila for Margaritas by bartenders across the globe. Plus, both of our new flavours have come out best-in-class in consumer testing, scoring highly for overall enjoyment – so our ready-to-drink Margaritas are already set up for success.”

The Margaritas have an ABV of 5% and are packaged in fully recyclable 330ml aluminium cans. Cases of four or six will debut in Australia and New Zealand this month, with an RRP of AU$24-$27 (US$15-$17).

The launch was first piloted this summer in a stadium-exclusive 250ml can at the FIFA Women’s World Cup.

Earlier this year, Merolli spoke to The Spirits Business about how Tequila is overtaking vodka and American whiskey.