Overview: Pernod Ricard has initiated a summer growth program for Altos Tequila in Australia, marked by a new ready-to-drink release and updated packaging. The initiative capitalizes on significant category expansion, with the tequila RTD segment growing 58 percent in value over the past year. Strategic partnerships further support visibility and trial across national venues and retail channels.
The Full Story
Pernod Ricard has launched a new summer program for Altos Tequila, driven by the introduction of the Altos Paloma RTD. This sparkling canned cocktail combines Altos Tequila with grapefruit and citrus flavours and is distributed via Coles Liquor. A national packaging refresh accompanies the release across the complete Altos RTD range to enhance shelf presence and reinforce the brand’s craft credentials.
Glen Scarlett, Pernod Ricard Pacific Commercial Director, stated that investments reflect confidence in both Altos and the long-term growth potential of tequila in Australia. The focus remains on making the category easier to discover through innovation, strong retail execution, and memorable brand experiences. Australian consumers are embracing tequila across more occasions, creating opportunities for engagement in a convenient format.
The brand has also partnered with Guzman y Gomez to launch the Altos Margarita Lime RTD across 70 licensed outlets in Queensland from 1 December. Additionally, Pernod Ricard is the official tequila of the Australian Open in January 2027. The partnership saw more than 100,000 cans of RTD sold in the first year, doubling previous year’s tequila sales at the event.
Production & Profile
The new Altos Paloma RTD presents as a sparkling canned cocktail combining Altos Tequila with grapefruit and citrus flavours. This ready-to-drink format offers consumers a convenient option for summer occasions without the need for mixing.
What This Means
The category growth of 58 percent outpaces broader RTD categories, indicating strong consumer embrace across more occasions. These initiatives aim to bring new drinkers into the category while reinforcing brand experiences at high-profile events and licensed outlets.
Consumer Takeaway
Drinkers can access the Altos Paloma RTD through Coles Liquor channels or experience the Margarita Lime RTD at Guzman y Gomez locations in Queensland starting December 1. The national packaging refresh ensures consistent brand visibility across retail shelves and event venues throughout Australia.
Source: Read the original article
