Global roll-out for new-look Olmeca Altos

To capitalise on growth opportunities in the super-premium tequila category, Olmeca Tequila is rolling out new packaging for its 100% agave Olmeca Altos.

The new-look bottle is rolling out in 17 markets, including the UK, Turkey, Canada and European travel retail throughout 2013, with an RRP of £24.75 for Olmeca Altos Plata and £28.25 for Olmeca Altos Reposado.

Designed by London design agency, Coley Porter Bell, the new packaging aims to capture the authenticity and craftsmanship of Olmeca Altos – named after the Los Altos highlands in Jalisco where it is produced – by creating a crafted look through the use of tactile varnishes and uncoated stock, while gold embossing and a new wooden cap have been introduced to ensure the new bottle conveys the quality and provenance of a super-premium offering.

The neck and front label of the new bottle emphasise the Altos name to improve brand recognition, while the neck of the bottle is now longer and thinner, offering an easier pour when making cocktails. The reference to Olmeca has been reduced to make the distinction clearer between Olmeca Altos and the other Tequilas in the brand’s range, which includes Olmeca, Olmeca Flavours and Tezón.

The introduction of new packaging is part of a move to increase trial amongst bartenders and to raise awareness of Olmeca Altos’ quality and craft credentials amongst target consumers, in order to bolster the brand’s share of the super-premium category in key markets. The roll-out is accompanied by a marketing push in key markets with global brand ambassadors, Steffin Oghene, Daniel de Oliviera, Matthias Lataille and new recruit, Pedro Garvoa, continuing their work to educate the global bartender community and increase Tequila appreciation through The Tahona Society initiatives.

Olivier Fages, international vice-president for Olmeca, said: “More and more spirits drinkers these days appreciate and value craftsmanship so we see exciting times ahead for Olmeca Altos, as it’s a perfect fit for this growing demographic. We’re proud of the new Altos packaging as it is a true reflection of the Olmeca Altos brand identity, marrying tradition with modern, vibrant style perfectly. As the use of 500-year-old traditional Tahona methods goes to show, we place great emphasis on our craft and we care about maintaining traditions. The new bottle captures this ethos, whilst highlighting the quality of the liquid inside the bottle and appealing to Tequila lovers of all ages.

“The feedback we’ve had about the new bottle from bartenders has been really encouraging so far. We’re hopeful that as the roll-out continues globally, bartenders across the world will love the new, easy-pouring bottle and that the subtle details in the design will be a hit with those Tequila fans who are looking for the ultimate in quality and authenticity from 100% agave Tequila.”

24 May 2013 - Felicity Murray