As demand for premium tequila continues to surge, Pernod Ricard’s Altos tequila is making a bold statement with the launch of a striking new bottle. Inspired by its artisanal production and deep-rooted Mexican heritage, the eye-catching redesign is set to boost Altos’ visibility on-shelf and on back bars across the globe, while championing sustainability, all while maintaining the same quality liquid. Starting with its largest market, the new packaging will debut in the US from July, before rolling out globally from September.
As one of the top 10 super premium tequilas in the US[1], and consistently voted a top tequila for Margaritas and Palomas by bartenders globally[2], Altos already has strong brand presence globally. The evolution of the new design builds on the equity by preserving iconic features, like its distinct wooden lid, while dialling up its premium, crafted appeal. Inspired by Mexico’s vibrant rótulos – hand-painted street signs known for their expressive character and typography – the new bottle celebrates the “Maker Spirit” at the heart of Altos’ artisanal process, bringing the brand’s heritage to life visually, while paying homage to authentic Mexican culture. It’s a purpose perfectly captured in the brand’s ‘bold new look, same exceptional tequila’ tagline.
“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,” says Daniela Via – Global Marketing and S&R Vice President at House of Tequila, Pernod Ricard. “Our new bottle makes sure Altos stands out at first glance. It’s bold, attention-grabbing and unmistakeably Mexican – perfectly-crafted to win consumer consideration.”
Pre-launch research suggests the new look is set to do exactly that, having tested significantly better than the previous bottle. Alongside creating greater standout on-shelf and increasing value and authenticity perceptions, the new design has increased purchase intent by over 30%[3].
The redesign of the Altos bottle reflects the brand’s continued commitment to sustainability. While glass bottles are fully recyclable at the end of their life, it now includes 3% post-consumer recycled (PCR) glass, supporting the brand’s efforts to close the loop and give waste a second life. In addition, the bottle has undergone a lightweighting process, reducing the weight of its glass bottle by 5.6% while maintaining its visual impact and brand identity.
Designed to deliver even greater standout in a crowded market, while staying true to the values that have made Altos a global favourite, the new bottles will roll out across the core Altos Plata, Reposado and Añejo expressions, as well as Altos ready-to-serve Margaritas. The range is widely available across most major retailers, as well as specialist drinks distributors.
[1] IWRS 2024, Nielsen June 2025
[2] Drinks International Annual Brands Report 2019-2021, 2023, 2025
[3] Altos Quant Pack Test