Classic refresh: Patrón tequila undergoes bottle and packaging makeover

Patrón Tequila Unveils a New Look, Embracing Its Mexican Roots

In a conscious evolution of its brand, Patrón Tequila has announced a significant redesign of its iconic bottle for the first time since 1989. The revamped design aims to highlight the agave plant as a central design element, emphasizing its identity as a luxury spirit with deep-rooted Mexican heritage.

The new look affects the entire core range, including Silver, Reposado, Añejo, and Extra Añejo. Every aspect of the bold design change pays homage to the distillery in Jalisco, according to Samantha Newby, Global VP for Innovation & Sustainability at Patrón.

One of the most noticeable changes is the reduction in the average weight of the Patrón bottle by eight percent, contributing to a lower CO2 footprint. The classic bell shape of the bottle remains, but with modern updates. The iconic bee logo of Patrón now appears in a three-dimensional, elegant gold finish on the label.

The agave plant's inner core, known as the piña, is embossed on the glass of the new bottle. The traditional ribbon around the bottle neck has been replaced by an embossed collar, inspired by the intricate ornaments of the Hacienda in Jalisco. The statement "Handcrafted with Agave, Water and Time" accompanies the signature of Master Distiller David Rodriguez, emphasizing the brand's commitment to pure production.

The new design also includes an embossed white area and a QR code for cocktail recipes. The revised gift packaging, designed by Studio Butterfly Cannon, remains visually striking, further emphasizing Patrón's positioning as a luxury spirit with Mexican roots.

Roberto Ramirez, Global Senior VP of Patrón, stated that the changes are more than just a rebranding, reflecting the essence of Patrón and its commitment to quality and craftsmanship. The new design is rolling out worldwide.

Despite the relaunch, Patrón continues to produce its tequilas using traditional methods, with 100% Weber Blue Agave, small-batch production, hand-labeling, and quality control. This commitment to preserving the brand's heritage while embracing modern design elements speaks to Patrón's dedication to maintaining its position as a leader in the luxury spirits market.