Tequila Tapatio unveils new look
Tequila brand Tapatio has introduced a new portfolio-wide redesign, which is said to highlight key elements of its heritage.
Described as a more modern design, Tapatio’s new visual identity is said to align more closely with the visual standards of the contemporary Tequila category. The brand is aiming to attract new consumers while celebrating the brand’s heritage.
The rebranding follows the appointment of Jenny Camarena, a third-generation maestra tequilera, as the master distiller and CEO of La Altena Distillery, the home of Tapatio, earlier this year.
Tapatio was founded in 1937.
Camarena commented: “2025 has been a very busy year for Tapatio. We’re really proud to present the next step in the brand’s journey. We’ve worked hard to develop a new identity that retains the elements of Tapatio our consumers love, while giving it a more contemporary feel.
“We’re excited to begin the rollout in some of our key export markets before expanding globally over the coming months.”
At the centre of the design is a new agave plant-inspired bottle, featuring a cork closure and a shorter design, making it easy to display on shelves.
Etched in the glass and on the label are two dancers: El Charro and La China. They represent the traditional dance ‘Jarabe Tapatío’, a key symbol of Mexican culture.
The textured label places greater emphasis on the Tequila’s origin, highlighting its founding year of 1937, the type of agave used, the production process, and the tasting notes.
The logo has also been updated with a contemporary font. A new ‘TT’ symbol has been introduced, and the number 37 is now visible on both the bottle and its closure.
Each five expressions of Tequila Tapatio feature new colour variations. Alongside the core range offered in 500ml format, the brand’s Excelencia Gran Reserva will be available in a 700ml bottle.
The recipes for the range remain unchanged, except for the reposado and añejo variants, which have had their ABV increased from 38% to 40%.
Tequila Tapatio Blanco’s new packaging will be available in the UK at the end of this month, followed by reposado in December and the rest of the range in 2026.
Tapatio is distributed in the UK by Speciality Brands.
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