Pernod Ricard unveils new look of Altos Tequila

Pernod Ricard has unveiled the new look of Altos Tequila that emphasises both its Mexican heritage and artisanal roots. The refreshed packaging is set to debut in the U.S. this July, followed by a global rollout in September, aiming to significantly increase shelf visibility and consumer appeal.

Inspired by Mexico’s traditional rótulos, hand-painted street signs known for their vibrant character, the new bottle design retains familiar elements like the brand’s distinctive wooden lid while enhancing its crafted, premium feel. The update aligns with the brand’s tagline: “Bold new look, same exceptional tequila.”

Daniela Via, Global Marketing Director and S&R Vice President at House of Tequila, Pernod Ricard, said, “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. Our new bottle makes sure Altos stands out at first glance. It’s bold, attention-grabbing and unmistakably Mexican, perfectly crafted to win consumer consideration.”

The new design spans across Altos’ full range that includes Plata, Reposado, Añejo and ready-to-serve Margaritas. It is now available via major retailers and specialist drinks distributors worldwide.