Altos targets cocktails in first global campaign
Pernod Ricard-owned Altos has revealed its inaugural global campaign, designed to broaden the appeal of Tequila in cocktails.
The new campaign, called Altos Always Works, aims to bring ‘greater confidence’ to consumers making cocktails at home.
The initiative puts the focus on Altos as the ‘ideal’ high-quality Tequila for making Margaritas and Palomas.
Created by British agency Wieden + Kennedy and director Sam Hibbard, the campaign’s lead film, Snake Hips, follows a nervous host who uses a hip-shaking method to mix drinks.
“We created Altos for bartenders who needed a Tequila they could rely on,” said Dre Masso, who founded the brand with fellow bartender Harry Besant in 2009.
“I remember saying ‘Altos always works’ with a group of friends one night. It just came out. It wasn’t planned, it just felt true. Now, people are making Margaritas at home with it, and that’s exactly what they get. Something that works.”
Initially debuting in the UK, the campaign is being activated across social media, television and digital video platforms.
After the UK, Altos Always Works will head to Canada, Portugal and Central and Southern Europe, with other markets to follow.
The campaign marks the beginning of a long-term global platform for the brand as it seeks to recruit the next generation of Tequila fans.
It also follows the launch of a redesigned Altos bottle last year.
Daniela Via, vice-president of marketing at Pernod’s House of Tequila arm, added: “Altos has always stood out from the crowd through its bartender heritage, exceptional quality and versatility. Now, we’re taking those proof points and transforming them into a distinctive global platform that’s set to inspire more consumers to unleash their inner maker.”
In 2024, the brand unveiled its first campaign in the UK, which followed a similar theme. The ‘Alan the Bartender’ campaign returned to the UK last year, supported by a six-figure investment
Altos is the 10th biggest-selling Tequila brand in the world, according to The Brand Champions 2026 report. Last year, when combined with Olmeca’s volumes, the brand sold 1.5 million nine-litre cases.
Pernod Ricard’s agave spirits portfolio also includes Tequila brands Avión, Olmeca, and Código, as well as Del Maguey mezcal and Ojo de Tigre mezcal. The French conglomerate also acquired a minority stake in Lewis Hamilton’s alcohol-free agave ‘spirit’ brand, Almave, in 2024.
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