The UK will be the first stop on Pernod Ricard’s first global marketing push for the Altos Tequila mark, followed by mainland Europe and Canada.
The campaign, ‘Altos Always Works’, is centred around the margarita cocktail serve and is intended to “broaden the appeal of tequila cocktails” and “inspire greater confidence in at-home cocktail making”, according to the brand owner. A series of video adverts is being released in the UK across social media, streaming TV channels, and digital video platforms starting this week.
Following its UK debut, ‘Altos Always Works’ will be rolled out to Canada, Portugal, Central and Southern Europe, with “further markets to follow”, the company said.
“The campaign launches at a pivotal moment for the tequila category, which has become increasingly crowded,” said Daniela Via, VP of marketing at Pernod Ricard’s House of Tequila unit. “Continued global value growth has brought increased competition and greater choice, creating new barriers to trial. Now more than ever, consumers want to recreate bar-quality cocktails at home, but lack the confidence.”
Last year, Pernod Ricard launched a “six-figure” marketing campaign for Altos in the UK that, like ‘Altos Always Works’, was focussed on classic tequila-cocktail serves.
The Absolut, Malibu and Jameson brand owner also rolled out an updated bottle design for Altos last year, across the core plata, reposado and añejo iterations as well as the brand’s premix margarita RTD variants.
