The prestigious tequila brand is revamping the visual identity of its bottles and packaging. This is a major change for the spirits brand, which has been produced in Mexico since its launch on the global market in 1989.
Already available in select stores but set to roll out internationally this fall, the new design will feature on the packaging and bottles of Patrón’s main tequila range: Silver, Reposado, Añejo, and Extra Añejo.
The design revamp was entrusted to international creative agency Servaire & Co.
A signature agave piña
While the recipe for the drink remains unchanged, as does the “iconic bell-shaped silhouette,” new distinctive elements have been added. This is particularly true of a raised pattern on the sides evoking the agave piña. Not only does this detail provide a better grip for bartenders, facilitating the distribution of the brand, but it also recalls the commitment of its founders, John Paul Dejoria and Martin Crowley, to craftsmanship from the very beginning.
At the end of the 1980s, tequila suffered from a poor image in the United States. It was essentially synonymous with cheap alcohol, frozen margaritas, and… hangovers. With its ancestral expertise, Patrón chose to distinguish itself from the tequilas mixtos that were ubiquitous in bars and store shelves across the Atlantic, which at the time were composed of at least 51% blue agave distillate and 49% other sugars not derived from agave. Instead, the company chose to make its super-premium tequila from a natural ingredient, blue Weber agave. Sourced entirely from Jalisco, Mexico, it is slowly cooked in ovens using a traditional tahona wheel and distilled in small copper stills.
In addition, the new design further highlights the brand’s logo, a bee that now sports a gold finish. In another effort to better represent Mexican luxury visually, the original ribbon around the neck has been replaced by a collar adorned with filigree details, evoking the Hacienda Patrón distillery in Jalisco, Mexico. The side of the bottle now displays the signature of master distiller David Rodriguez, accompanied by the words “Handcrafted with Agave, Water, and Time.”
Finally, this change allows Patrón to enhance its sustainability policy with an 8% reduction in the weight of its bottles, contributing to an overall reduction in its carbon footprint.
Alongside the redesign of its bottles, Patrón is revamping its gift packaging in collaboration with design agency Butterfly Cannon. While the new box retains the brand’s iconic bright colors, it now features a white octagonal embossed detail and a QR code linking to signature cocktail recipes.
“Every detail of this new bottle and packaging has been designed to help visually define Patrón and distinguish our tequila on the shelf, just as our liquid does inside the bottle,” said Roberto Ramirez, senior vice president of Patrón and Agaves. He added, “The result is a new look that combines Patrón Tequila’s ancestral craftsmanship with our innovative and dynamic spirit as we once again shape the future of super-premium tequila.”
The Patrón brand is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.
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Featured photo: © Patrón tequila
