Altos Tequila rolls out redesign in UK following US debut
Following its US debut and Australian Open partnership, Altos Tequila is now bringing its Mexican street-signage-inspired design to the UK market as it aims to stand out in an increasingly competitive category.
Crafted in Los Altos, situated 2,104 meters above sea level in the western state of Jalisco, Mexico, Altos Tequila is the result of a collaboration between Olmeca’s master distiller, Jesús Hernández, and UK bartenders Henry Besant and Dré Masso. Due to its origins, Altos Tequila has gained a strong following among bartenders worldwide.
Inspired by its artisanal production and rich Mexican heritage, the redesigned bottle aims to enhance Altos’ visibility on shelves and back bars worldwide, while promoting sustainability, all without compromising the quality of the liquid. The concept is encapsulated in the brand’s tagline: ‘Bold new look, same exceptional Tequila.’
According to Luisa Jiménez, global brand communications and content manager at Pernod Ricard’s House of Tequila, changing the spirit’s character was never up for discussion.
“The liquid is king,” she explains. “Our Tequila is made from 100% Blue agave and incorporates the traditional Tahona process in its production. That quality, craftsmanship, and taste are why we’ve earned our reputation as a favourite among bartenders.”
The new bottle design is inspired by Mexico’s colourful rótulos – hand-painted, imperfect graphic street signs known for their expressive character and typography. It showcases the brand’s heritage and honours authentic Mexican culture.
“The first aim is to stand out,” Jiménez says. “In today’s crowded market, we needed something more immediate, more recognisable. Rótulos are everywhere in Mexico. They’re handmade, spontaneous, and full of personality – just like Altos. Our goal was to create something unmistakably Mexican, but in a different, more contemporary way.
“The Tequila category has become very monochromatic. Many luxury brands have come into the picture using black and white. But Mexico is colour, texture, and expressive. We wanted to reflect that.”
At the heart of the redesign is a new blue logo, marking a significant departure from the previous ‘understated’ branding. “That’s the biggest change,” explains Jiménez. “It’s all about instant recognition. Now, bartenders and consumers can easily identify Altos at a glance.”
Bartenders’ choice
As one of the top 10 super-premium Tequilas in the US, according to Nielsen and IWSR data, Altos is consistently recognised as a leading choice for Margaritas and Palomas by bartenders worldwide, as noted in annual industry reports. The brand has a strong global presence and is evolving with a new design that enhances its premium and crafted appeal while retaining signature elements, such as its distinctive wooden lid.
Sustainability and consumer testing
Besides aesthetics, the redesign also demonstrates Altos’ commitment to sustainability. The new bottle is now 5.6% lighter and contains 3% post-consumer recycled glass.
The brand reports that consumer feedback on the new design has been overwhelmingly positive. Extensive pre-launch research indicates that the new bottle significantly outperforms the previous version in shelf visibility, authenticity, and purchase intent, with the latter increasing by more than 30%.
Global rollout
The new bottle designs for the core Altos Plata, Reposado, and Añejo expressions, as well as the ready-to-serve Altos Margaritas, were launched in the US last year, the brand’s largest market. This month (April 2026), the reimagined Altos design will also be available to both the on- and off-trade in the UK.
“Altos was created by bartenders, for bartenders,” Jiménez concludes. “Now, we want to inspire a new generation of makers. To get their hands dirty, explore Tequila, and experience the best of modern Mexico – one sip at a time.”
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