Pernod Ricard prepares to Capitalize on Tequila Growth with First Altos RTD Margarita range

September 29, 2023
By Melissa Parker

Pernod Ricard’s Olmeca Altos Tequila is expanding its presence in the premixed cocktail market with the introduction of its inaugural range of ready-to-drink Margaritas. After a successful foray into the ready-to-serve category last year, the brand is now poised to enhance the ‘on-the-go’ drinking experience with a two-tier selection of RTD Margaritas.

Offered in Lime and Watermelon variants, the gently effervescent Altos premixed cocktails promise a revitalizing taste and unparalleled quality in the brand’s most convenient packaging to date.

This launch coincides with the surging global demand for tequila, expected to grow at a CAGR of 7% until 2026, driven by premium tequilas like Altos. Leveraging this trend and tapping into the worldwide popularity of the Margarita cocktail, Altos aims to cultivate enthusiasm for RTD formats among connoisseurs of premium spirits.

“Modern consumers, pressed for time, seek convenient ways to savour their favourite cocktails, and the ready-to-drink market is flourishing,” says Michael Merolli, CEO at House of Tequila – Pernod Ricard. “However, perceptions of quality in this segment aren’t always positive.

“We’ve already successfully challenged those perceptions with the launch of larger-format Altos Margarita ready-to-serve bottles in Lime and Strawberry flavours last year. Now, our mission is to take this a step further by making this timeless classic accessible ‘on the go’, demonstrating that quality and convenience can coexist.

“Undoubtedly, Altos is the best-positioned tequila brand for this endeavour, consistently voted the top choice for Margaritas by bartenders worldwide,” Merolli concludes. “Moreover, both of our new flavours have received top marks in consumer testing, scoring exceptionally high in terms of overall enjoyment – ensuring a promising future for our ready-to-drink Margaritas.”

Available in cases of four or six fully recyclable 330ml aluminium cans, Altos ready-to-drink Margarita Lime and Altos ready-to-drink Margarita Watermelon will make their debut in Australia and New Zealand in September (ABV 5%, RRP: $24.00-$27.00AUD). This latest launch was initially introduced in a stadium-exclusive 250ml can during the FIFA Women’s World Cup.

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