Overview: Pernod Ricard is increasing its investment in Altos Tequila ahead of the summer season, introducing a new ready-to-drink Paloma variant alongside a refreshed packaging range. The expansion includes strategic partnerships with the Australian Open and Guzman y Gomez to drive category growth within the Australian market.
The Full Story
The new Altos Paloma RTD launched exclusively through Coles Liquor Group on 26 October, preceding its event debut at the Australian Open in January under a multi-year partnership. This release follows significant market momentum, as Australia’s tequila RTD category grew 58 per cent in value over the 12 months ended 27 September, compared with just one per cent growth across the broader RTD category. At the 2026 Australian Open, Pernod Ricard sold more than 100,000 cans across Altos Margarita Lime and Margarita Watermelon, while doubling tequila sales year-on-year.
What This Means
Pernod Ricard Pacific Commercial Director Glen Scarlett noted that Australian consumers are embracing tequila across more occasions. The company is focused on making the category easier to discover through innovation, strong retail execution, and memorable brand experiences. These initiatives demonstrate continued investment behind Altos and a commitment to working alongside customers and partners to drive growth across the tequila category.
Consumer Takeaway
Availability for the new Paloma RTD is restricted to Coles Liquor Group initially, with broader access expected at the Australian Open in January. Additionally, listings for Altos Margarita Lime RTD are secured across 70 licensed Guzman y Gomez restaurants in Queensland effective from 1 December, providing another point of consumer trial beyond traditional retail and on-premise channels.
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