Patrón Tequila has given its legendary bottle a fresh design - for the first time since its market launch in 1989. With design references to agave and elegant details, the new design emphasises its positioning as a luxury spirit with Mexican roots.
After more than 30 years, Patrón Tequila is saying goodbye to its previous bottle design with a new visual identity. The number one super-premium tequila has revamped its iconic look - a move that, according to Global Senior VP Roberto Ramirez, is far more than just a rebranding: „Every detail has been designed to visualise the essence of Patrón and reflect our commitment to quality and craftsmanship.“
The new look is being rolled out worldwide with immediate effect and affects the entire core range: Silver, Reposado, Añejo and Extra Añejo. The classic bell shape of the bottle remains, but has been given a contemporary upgrade through targeted interventions.
Agave as a leitmotif
The central design element of the new design is the agave - the centrepiece of every real tequila. An embossing on the glass is reminiscent of the so-called piña, the inner core of the agave. For bartenders, this not only provides a better feel, but also a visual enhancement.
Patrón's well-known bee logo also takes centre stage: in future, it will appear three-dimensionally on the label in an elegant gold finish. The typical bow on the neck of the bottle has been replaced by an embossed collar - inspired by the filigree ornaments of the hacienda in Jalisco, where Patrón is produced.
The signature of Master Distiller David Rodriguez can now also be seen on the side of the bottle, accompanied by the statement „Handcrafted with Agave, Water and Time“ - a clear commitment to pure production without additives.
Less weight, more sustainability
Patrón is also pursuing ecological goals with the redesign: On average, the bottle weight has been reduced by eight per cent, which contributes to a lower carbon footprint. The revised gift packaging - designed by Studio Butterfly Cannon - remains striking in colour, but has been supplemented by an embossed white surface and a QR code for cocktail recipes.
Mexican craftsmanship meets premium positioning
Samantha Newby, Global VP for Innovation & Sustainability at Patrón, speaks of a conscious evolution of the brand: „Every facet of this bold design change honours our Mexican heritage - from the bottle relief to the design quotes from our distillery in Jalisco.“
Even after the relaunch, Patrón remains true to its manufacturing claim: the tequilas continue to be produced from 100 % Weber Blue Agave in small batches - traditionally distilled, labelled and checked by hand.
