Pernod Ricard’s award-winning Olmeca Altos Tequila is building on its prowess in premixed cocktails with the launch of its debut range of ready-to-drink Margaritas. Having successfully expanded into ready-to-serve last year, the brand is now seeking to elevate the on-the-go drinking experience with a two-strong line-up of RTD Margaritas.
Available in Lime and Watermelon flavours, the slightly sparkling Altos premixed cocktails deliver a refreshing taste and unrivalled quality in the brand’s most convenient format to date.
The launch comes hot on the heels of exponential growth for tequila on a global scale which is expected to expand at a CAGR of 7% between now and 20261 – propelled by premium tequilas, like Altos. By leveraging this, whilst tapping into the worldwide popularity of the Margarita cocktail, Altos has its sights set on driving appeal for RTD formats among premium spirits drinkers.
“Today’s time-pressed consumers are looking for easy ways to enjoy their favourite cocktails, and the ready-to-drink market is booming,” says Michael Merolli, CEO at House of Tequila – Pernod Ricard. “But quality perceptions aren’t always positive in this segment. “We’ve already successfully challenged those perceptions with the launch of larger format Altos Margarita ready-to-serve bottles in Lime and Strawberry flavours last year. And now we’re on a mission to push this further by making this classic serve accessible on-the-go – showcasing that quality and convenience can go hand-in-hand.
1 IWSR Tequila Category Assessment
“Altos is without a doubt the best placed tequila brand to achieve this, having consistently been voted the number one tequila for Margaritas by bartenders across the globe 2,” concludes Merolli. “Plus, both of our new flavours have come out best-in-class in consumer testing, scoring highly for overall enjoyment – so our ready-to-drink Margaritas are already set up for success.”
Available in cases of either four or six fully-recyclable 330ml aluminium cans, Altos ready-todrink Margarita Lime and Altos ready-to-drink Margarita Watermelon will be debuting in Australia and New Zealand in September (ABV 5%, RRP: $24.00-$27.00AUD). This latest launch was first piloted in a stadium-exclusive 250ml can at the FIFA Women’s World Cup.