Altos Tequila introduces new design
Pernod Ricard has unveiled a new bottle design for Altos Tequila to enhance the brand’s visibility in a competitive market.
The new design, inspired by the brand’s artisanal production and Mexican heritage, will debut in the US market this month (July).
It will then roll out globally in September across Altos’ core range, including Plata, Reposado, and Añejo expressions, as well as ready-to-serve Margaritas.
The new look builds on the brand’s long-established features, such as its distinctive wooden lid, while enhancing its premium appeal.
Inspired by Mexico’s vibrant rótulos hand-painted street signs, the new bottle celebrates the ‘Maker Spirit’ that is described as central to Altos’ artisanal process.
The design intends to bring the brand’s heritage to life visually and pays homage to authentic Mexican culture. This purpose is summarised in the brand’s tagline: “bold new look, same exceptional Tequila.”
It also highlights Altos’ dedication to sustainability. In addition to already utilising 100% recycled glass, the new bottle now incorporates an additional 3% post-consumer recycled (PCR) material. The weight of the bottle has been reduced as well, resulting in a 5.7% decrease in CO2 emissions.
Daniela Via, global marketing and sales vice president at House of Tequila, Pernod Ricard, said: “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.
“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.”
According to Nielsen data from June 2025, Altos ranks among the top 10 super-premium Tequilas in the US.
Looking back at 2023 full-year Nielsen data, Altos Tequila was also the number-one premium 100% agave Tequila in the UK off-trade.
Last month, Pernod Ricard launched a six-figure Altos Tequila campaign in the UK.
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