Bacardi has released details of a refresh of the packaging for its Patrón tequila flagship.
The upgrade, which applies to all four expressions in the core portfolio, marks the first change to Patrón’s bottle since the brand launched in 1989. Among the changes are an “embossed glass pattern” to resemble an agave heart as well as the introduction of a three-dimensional brand logo on the front label.
At the same time, the weight of the bottle will be reduced by an average of 8% across all formats.
“This moment represents … a statement of brand leadership … ,” said Bacardi’s global senior VP for Patrón & agaves, Roberto Ramirez. “Each detail … has been crafted to help visually define Patrón and set our tequila apart on the shelf … .
“The result is a reimagined look … as we once more craft the future of super-premium plus tequila.”
The new packs for the mark’s Silver, Reposado, Añejo and Extra Añejo iterations will start to appear worldwide over the coming weeks.
Bacardi has been rattling the tequila category’s cage this year, running an activation that has been designed to address what the company believes are challenges around labelling the spirit accurately.
