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Altos launches infused Tequila range
Pernod Ricard-owned Altos Tequila has revealed a new range, Altos Infusionado, with two flavours: Cítricos and Café Natural.
The launch will be supported by a marketing campaign called ‘Infusionar Eleva la Esencia’ (Infusion Elevates the Essence), which the brand said was the drinks giant’s biggest investment in a Mexican Tequila campaign.
The range blends Altos’ premium Tequila with all-natural ingredients during the spirit’s second distillation.
Cítricos features mandarin and lemon, while Café Natural has ‘delicate’ notes of coffee, cinnamon and Mexican piloncillo – a raw form of pure cane sugar.
Both expressions have an ABV of 35% and are available in the Mexican on- and off-trade, with an RRP of MX$750 (US$42) for a 700ml bottle.
“Since its conception, Altos has been steeped in the history of traditional tequila-making,” said Michael Merolli, CEO at Pernod Ricard’s House of Tequila.
“But we’ve also long been known as a pioneer in the category – from launching the first-ever sustainability-focused bartending competition to tackling quality perceptions of premixed cocktails with our range of premium [ready-to-serve] RTS and [ready-to-drink] RTD Margaritas.
“Our latest launch and accompanying campaign are no exception to this.
“With Altos Infusionado, we’re taking everything we know about producing quality, 100% agave Tequila to new heights, both in terms of the innovation itself and through our biggest campaign to date.”
The campaign will be live across digital, social and out-of-home marketing from now until July 2024.
Nicolas Payet, CEO of Pernod Ricard’s Mexico and North Latam arm, added: “We knew we had to do something unique to stand out in the world’s most established Tequila market, Mexico.
“With Altos Infusionado, we’re bringing a genuine point of difference to a typically highbrow category – into which we’re injecting some fun and humour with an accompanying campaign that will build brand love.
“Proving that we can gain credibility for exciting innovation in front of a knowledgeable audience first and foremost certainly bodes well for the future.”
Earlier this month, Pernod Record revealed that Altos’ strong performance had helped to offset the decline of some of its other brands in the first quarter of fiscal 2024.