Pernod Ricard has rolled out an updated bottle design for its Altos tequila brand, debuting in the US this month.
The redesign, which will apply across the core Altos plata, reposado and añejo iterations as well as premix margarita RTD variants, will launch globally in September “across most major retailers, as well as [through] specialist drinks distributors”. The bottle is also 5.6% lighter and now includes 3% post-consumer recycled (PCR) glass.
The updated packaging retains features such as the wooden closure while introducing design elements inspired by traditional Mexican rótulos, meaning hand-painted street signs.
Last month, Pernod Ricard launched a “six-figure” marketing campaign for Altos in the UK, reigniting the brand’s ‘Alan’ initiative from last year.