Pernod Ricard has unveiled a brand-new range of infused tequilas: Altos Infusionado. It marks the most significant launch since the brand’s conception and will be supported by a major marketing push – a campaign called ‘Infusionar Eleva la Esencia’ (Infusion Elevates the Essence) – which represents the drinks giant’s most significant investment in any tequila campaign to date in the Mexican market.
Offering a unique, unparalleled experience, Altos Infusionado is a two-strong line up of infused tequilas which masterfully blend super premium, 100% agave Altos tequila with all- natural ingredients during the second distillation. Unmatched in quality, the new expressions form part of Altos’ wider strategy to cater to the evolving palettes of modern tequila drinkers with boundary-pushing innovation.
Available in two timeless variants – Cítricos (combining mandarin and lemon) and Café Natural (featuring delicate notes of coffee, cinnamon, and traditional Mexican piloncillo) – these new expressions are aimed at disrupting the super premium tequila category, which represents almost a quarter (22%) of the overall spirits market in Mexico1. They’re set to captivate the attention of discerning drinkers seeking to elevate and diversify their serves – whether that’s by savouring straight, using as a base for extraordinary tequila cocktails or pairing with sodas, like lemon and cola respectively.
“Since its conception, Altos has been steeped in the history of traditional tequila-making,” says Michael Merolli, CEO at House of Tequila – Pernod Ricard. “But we’ve also long been known as a pioneer in the category – from launching the first ever sustainability-focused bartending competition, to tackling quality perceptions of premixed cocktails with our range of premium RTS and RTD Margaritas. Our latest launch, and accompanying campaign, are no exception to this.
“With Altos Infusionado, we’re taking everything we know about producing quality, 100% agave tequila to new heights both in terms of the innovation itself, and through our biggest campaign to date.” The accompanying campaign – ‘Infusionar Eleva la Esencia’ – will be live across digital, social, OOH and shopper marketing from October 2023 through to July 2024. With a creative that puts wit and humour front and centre, it aims to subvert typical expectations of communication around super premium tequila. Set to reach consumers on mass in Mexico, it is well-placed to drive both awareness of – and relevancy for – Altos among a new generation of spirits drinkers.
Nicolas Payet, CEO – Pernod Ricard Mexico & North Latam, adds: “We knew we had to do something unique to stand out in the world’s most established tequila market, Mexico. With Altos Infusionado, we’re bringing a genuine point of difference to a typically highbrow category – into which we’re injecting some fun and humour with an accompanying campaign which will build brand love. Proving that we can gain credibility for exciting innovation in front of a knowledgeable audience first and foremost certainly bodes well for the future.”
The full creative can be viewed here. Altos Infusionado Cítricos and Altos Infusionado Café Natural are available from October across the Mexican on and off-trade (700ml, 35% ABV, $750MXN).
1Nielsen + Iscam MAT August 2023