Since its inception in 1989, PATRÓN Tequila has been a pioneer in the global tequila market. It is harvested from 100% Weber Blue Agave and is a time-honored tequila made with the finest craftsmanship. A big part of what made this tequila unique was its eloquent bottle design. But now, the globally recognized tequila brand is set for a redesign – for the first time in 36 years. So, sit back and read about the new packaging that will grace the PATRÓN Tequila bottles in 36 years!
PATRÓN Tequila has unveiled a new, bold, and striking look for its iconic bottle – a first since its launch in 1989. The new bottle design will hit shelves in the fall of 2025, with the new design being applied across the core offerings – Silver, Reposado, Añejo, and Extra Añejo. While the redesign will certainly take place, the tequila will retain its original flavors and its hallmark bell-like silhouette.
The new bottle redesign will take inspiration from jewels, drawing a jewel-like new design that honors the core of all PATRÓN tequila products – agave. More specifically the agave piña.
With clever references to the shape of the agave piña, the brand will tell the story of its craftsmanship on the bottle. The bottles will also be reduced in average weight by 8% in a bid to reduce its carbon footprint and boost sustainability efforts.
You also have a gold-finished bee emblem above the brand name, a neck collar with filigree details inspired by PATRÓN’s Jalisco distillery, as well as Master Distiller David Rodriguez’s signature. The signature will highlight the brand’s ethos of always serving tequila that’s ‘handcrafted with agave, water, and time’.
While that was about the bottle, even the premium gift boxes have received a vibrant makeover. These boxes will be refreshed with new, popping colors, have debossed detailing, and contain signature cocktail recipes. The gift box will also have a white debossed octagon detail as well as QR codes for a more technologically advanced experience.
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The new redesign is a breath of fresh air as the brand pivots to a refreshed, more energetic brand message. Speaking of it, Roberto Ramirez, Global Senior Vice President for PATRÓN and Agaves commented, “This moment represents more than a redesign – it’s a statement of brand leadership and everything that defines Patrón today.”
Samantha Newby, Global Vice President, Patrón, Innovation & Sustainability stated, “For the first time in over three decades, we have engaged in a visual reimagining that honors our icon while elevating it to represent the brand today and for the future.”
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The visual makeover of the PATRÓN Tequila is an all-inclusive homage to the handcrafted Mexican heritage of this liquor. With exceptional artisanal tequila, the brand has been a major force to reckon with in the global tequila industry. It also recently announced a rather unexpected, yet exciting collaboration with Indian artist Karan Aujla, and we certainly can’t keep calm about it either! But now with a redesign that’s a first since its inception, the brand will begin a new chapter and brace itself for cementing its position as the undisputed leader in Mexican luxury spirits.
