Patrón Tequila unveils first bottle redesign in 36 years

Patrón Tequila has unveiled a striking new look for its iconic bottle and packaging, the first design evolution since the brand’s launch in 1989. Rolling out globally this fall, the refreshed design will be applied across the core portfolio, Silver, Reposado, Añejo, and Extra Añejo, while retaining the tequila’s hallmark bell-shaped silhouette and the same artisanal liquid inside.

The jewel-like new design draws inspiration from the agave piña, with an embossed glass pattern symbolizing the heart of tequila-making. Enhancements include a gold-finished bee emblem, an affixed neck collar with filigree details inspired by the brand’s Jalisco distillery, and Master Distiller David Rodriguez’s signature highlighting its “Handcrafted with Agave, Water and Time” ethos. The premium gift box has also been refreshed with vibrant colors, debossed detailing, and QR codes for signature cocktail recipes.

Underscoring sustainability, Patrón has reduced average bottle weight by 8%, cutting the carbon footprint across formats. “This moment represents more than a redesign – it’s a statement of brand leadership and everything that defines Patrón today,” said Roberto Ramirez, Global Senior VP for Patrón and Agaves.

Samantha Newby, Global VP Patrón, Innovation & Sustainability, added, “For the first time in over three decades, we have engaged in a visual reimagining that honors our icon while elevating it to represent the brand today and for the future.”