Maker Mindset

AlTOS

Tequila is having a moment and Pernod Ricard is making the most of it through a full-scale rebrand of Altos Tequila. The new identity and brand world reimagine “the ultimate tequila for cocktails” with a distinctly different point of view than the rest of an already saturated category.  Championing a 'maker’s mindset', in order to strengthen global impact and to ignite brand growth.

Born From
Bartenders

Born from a dream shared by two globe-trotting bartenders and a maestro tequilero, Altos ranks among the top ten premium tequilas in the U.S. Central to its promise is a made-in-Mexico tequila, crafted using centuries-old traditions that delivers a flavor that shines even in the most complex cocktails. As celebrity-backed bottles began to crowd the shelves, Altos saw a chance to evolve with a bold identity that felt premium yet unmistakably authentic.

BRAND IDEA

The new identity and brand world reimagine “the ultimate tequila for cocktails”. With that Altos promise to awaken everyones ‘maker’s mindset’, strengthening their positioning, global impact and to ignite distinction and brand growth.

IDENTITY

This ‘Maker Mindset’ now runs through every touchpoint shifting how Altos shows up on shelf and in the world. Vivid color, perfectly imperfect textures, and a hand-painted logotype inspired by rótulo – an expressive style of hand-painted Mexican signage – give the brand fresh confidence and a culturally vibrant character. 

EXPERIENCE:

From key visuals and photography to packaging and point-of-sale, the design system pulses with the real energy of Los Altos.  New photography also leans into authenticity and realness, using reportage-style shots capture spontaneity and the beauty of friends bonding over cocktails with a deep respect for modern Mexico.

“Bartenders and consumers love Altos for its authenticity, craftsmanship and quality but, in today’s crowded tequila market, liquid that wins on taste needs an identity to match,” says Daniela Via –Global Marketing and S&R Vice President at House of Tequila, Pernod Ricard.“Our new identity makes sure Altos stands out wherever it appears in the world. It’s bold, attention-grabbing and unmistakeably Mexican – perfectly-crafted to win consumer consideration.”