Patrón Tequila unveils first redesign
Bacardi has given Patrón Tequila a new visual identity for its bottle and packaging – the first design refresh for the brand since its launch in 1989.
The new design is on shelves in certain markets now and will roll out globally in autumn. It features on the packaging and bottles of Patrón’s core range, which includes Silver, Reposado, Añejo, and Extra Añejo.
Patrón worked with global creative agency Servaire & Co on the bottle refresh.
The bottle has maintained its ‘iconic bell-shaped silhouette’, however it now has an embossed glass pattern on its sides. Intended to evoke the shape of the agave piña, the embossing also improves grip for bartenders.
Additionally, the redesign pulls greater focus on the brand’s bee logo, which has a gold finish.
The original neck ribbon has been replaced with a collar featuring filigree details, reflecting the filigree of Patrón’s distillery in Jalisco, Mexico.
Master distiller David Rodriguez’s signature now features on the bottle, alongside the statement ‘Handcrafted with Agave, Water and Time’. The motto is said to be “an ode to the brand’s dedication to keeping additives out of Patrón Tequila”.
Recently, the brand has doubled down on its additive-free nature in its marketing, despite a dispute with Tequila’s regulatory body over the topic.
The new design also reduces the average weight of bottles across all formats by 8%, lowering the brand’s carbon footprint.
“This moment represents more than a redesign – it’s a statement of brand leadership and everything that defines Patrón today,” said Roberto Ramirez, global senior vice-president for Patrón and agaves.
“Each detail of this new bottle and packaging has been crafted to help visually define Patrón and set our Tequila apart on the shelf, the way our liquid does inside the bottle.
“The result is a reimagined look that fuses Patrón Tequila’s time-honoured craftsmanship with our innovative and dynamic spirit, as we once more craft the future of super-premium-plus Tequila.”
Patrón worked with design agency Butterfly Cannon to refresh its gift boxes. The new boxes maintain the brand’s signature colours while adding a white debossed octagon and a QR code that links to cocktail recipes.
Samantha Newby, the brand’s global vice-president of innovation and sustainability, added: “For the first time in over three decades, we have engaged in a visual reimagining of our iconic bottle and packaging that honours our icon while elevating it to represent the brand today and for the future.
“Every aspect of this bold design evolution is an homage to our handcrafted Mexican heritage and the details that go into making our exceptional artisanal Tequila, from the new bottle shape inspired by the agave piña to the visual motifs that tie back to our Hacienda distillery in Jalisco, Mexico.
“Our bottle silhouette is instantly recognisable, and we’re excited to bring new life to it.”
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