Pernod Ricard is preparing marketing activity around a tie-up with the Australian Open tennis tournament for two of its tequila brands, led by the Altos mark.
The tennis major, which will run from 12 January to 1 February, will host Altos as its ‘official tequila’. Confirming the agreement today (8 December), Pernod Ricard did not provide timing or price details about the arrangement.
Two years ago, Proximo Spirits sponsored the US Open with its Dobel brand, also in an ‘official tequila’ capacity, over in the US.
Among the plans for next month is Casa Altos, a pop-up on the Grand Slam Oval at Melbourne Park in Melbourne that will house a bar serving Altos-based cocktails. The brand’s category sibling, Código 1530, will also feature at the bar, while Altos’ Lime and Watermelon Margarita RTDs will be on sale across the aite during the tournament.
Earlier this year, Pernod Ricard rolled out an updated bottle design for Altos, starting in the US before expanding worldwide in September.
