PATRÓN® Tequila proudly announces a striking new visual identity for its legendary bottle and packaging, marking the first design evolution since the number one super-premium tequila* was introduced to the world in 1989.
On shelves now and rolling out across global markets this fall, this revitalized design will be reflected across the packaging and bottles of PATRÓN Tequila's core portfolio: Silver, Reposado, Añejo, and Extra Añejo. The same exceptional liquid remains inside the bottle, which will maintain its iconic bell-shaped silhouette and other signature principles that made the brand an icon.
The enhanced jewel-like bottle design celebrates the natural heart of our product: the agave. Thoughtful references to the agave piña reflect the craftsmanship behind the brand, and a heightened focus on the iconic PATRÓN bee matches the spirit behind our unique blend of all-natural ingredients, time-honored tradition and artisanal approach to tequila making. Underscoring the brand's sustainability commitments, with the new design PATRÓN is reducing the average weight of bottles across all formats by 8%, contributing to an overall reduction in carbon footprint.
"This moment represents more than a redesign – it's a statement of brand leadership and everything that defines PATRÓN today," says Roberto Ramirez, Global Senior VP for PATRÓN and Agaves. "Each detail of this new bottle and packaging has been crafted to help visually define PATRÓN and set our tequila apart on the shelf, the way our liquid does inside the bottle. The result is a reimagined look that fuses PATRÓN Tequila's time-honored craftsmanship with our innovative and dynamic spirit, as we once more craft the future of super-premium plus tequila."
With each component thought out by strategic partner and global creative agency Servaire & Co, the new PATRÓN design highlights include:
- Bold new bottle inspired by the agave piña – the natural agave heart of our tequila – elevated by an embossed glass pattern on the jewel-like shape, reflecting nature and honoring our dedication to craftsmanship, while improving grip for bartenders
- Enhanced front label now features a three-dimensional, PATRÓN logo with the iconic bee emblem elevated to a luxurious gold finish
- Affixed neck collar with intricate filigree details in place of the original PATRÓN ribbon provides a visual representation of Mexican luxury with visual cues inspired by the filigree that adorns our distillery in Jalisco, Mexico.
- In an ode to the brand's dedication to keeping additives out of PATRÓN Tequila, the side of the bottle now proudly displays Master Distiller David Rodriguez's signature alongside the statement, "Handcrafted with Agave, Water and Time."
- Designed by Butterfly Cannon, our premium gift box refresh maintains the brand's iconic vibrant colors, but now with a white debossed octagon detail and QR code to signature cocktail recipes.
"For the first time in over three decades, we have engaged in a visual re-imagining of our iconic bottle and packaging that honors our icon while elevating it to represent the brand today and for the future," said Samantha Newby, Global VP PATRÓN, Innovation & Sustainability. "Every aspect of this bold design evolution is an homage to our handcrafted Mexican heritage and the details that go into making our exceptional artisanal tequila, from the new bottle shape inspired by the agave piña to the visual motifs that tie back to our Hacienda distillery in Jalisco, Mexico. Our bottle silhouette is instantly recognizable, and we're excited to bring new life to it."
This new chapter for this iconic brand represents a bold statement crafted to cement PATRÓN Tequila's position as today's undisputed leader in Mexican luxury spirits.
SALUD to PATRÓN Tequila's next chapter.
About PATRÓN Tequila
From hand-harvesting the highest-quality 100% Weber Blue Agave, to the traditional, time-honored distillation process and individual labeling, numbering, and inspection of each bottle, PATRÓN Tequila is crafted with meticulous precision and care. Though PATRÓN has grown to become one of the most recognized and respected luxury spirits brands in the world, it is still exclusively produced in the Highlands of Jalisco, Mexico, in the same small batches and with the same commitment to quality and craftsmanship.
PATRÓN is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.
*IWSR 2024 Global Database
THE PERFECT WAY TO ENJOY PATRÓN IS RESPONSIBLY.
2025. PATRÓN TEQUILA, ITS TRADE DRESS AND THE BEE LOGO ARE TRADEMARKS. HANDCRAFTED IN MEXICO.
CONTACT: PATRÓN@mbooth.com
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