ALTOS

born from bartenders

Reimagining the Ultimate Tequila for Cocktails

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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. Its promise is a made-in-Mexico tequila, crafted using centuries-old traditions that delivers a flavour 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.

WITH A UNIQUE PROPOSITION

Tequila is the second-fastest growing spirits category in the world, with premium driving momentum.

An award winning tequila known for cocktails with a cult following. This global redesign was an opportunity to give Altos the standout and recognition it deserves, dialling up awareness to help it break into the top five premium tequila brands globally.

The new bottle channels that energy with every crafted detail. The redesigned structure retains the signature hammered-glass base—an unmistakable nod to its origins—while expanding space for the updated wordmark, now hand-painted in the rótulos style. A slip label reflects the authenticity of Altos’ artisanal production, while a richer colour palette sharpens shelf impact without losing its premium edge.

the altos brand promise

Tequila is having a moment and Pernod Ricard is making the most of it by partnering with JDO NY for a full-scale rebrand of Altos Tequila. 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.

creating belief...

This ‘Maker Spirit’ and authenticity now runs through every touchpoint shifting how Altos shows up on shelf and in the world. Vivid colour, 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.

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 realness, using reportage-style shots capture spontaneity and the beauty of friends bonding over cocktails with a deep respect for modern Mexico.

In pre-launch testing, the redesign drove a 30% increase in purchase intent, while lifting perceptions of authenticity and shelf standout - validating JDO’s design-led strategy as a powerful business driver.