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Already available in select stores but set to roll out internationally this fall<\/strong>, the new design<\/strong> will feature on the packaging and bottles of Patr\u00f3n’s main tequila range<\/strong>: Silver, Reposado, A\u00f1ejo, and Extra A\u00f1ejo.<\/p>\n <\/p>\n The design revamp<\/b> was entrusted to international creative agency Servaire & Co.<\/b><\/p>\n <\/p>\n <\/p>\n While the recipe for the drink remains unchanged, as does the \u201ciconic bell-shaped silhouette,\u201d<\/b> new distinctive elements<\/b> have been added. This is particularly true of a raised pattern<\/b> on the sides evoking the agave pi\u00f1a. Not only does this detail provide a better grip for bartenders<\/b>, facilitating the distribution of the brand, but it also recalls the commitment of its founders<\/b>, John Paul Dejoria and Martin Crowley, to craftsmanship from the very beginning.<\/b><\/p>\n <\/p>\n At the end of the 1980s, tequila suffered from a poor image in the United States<\/b>. It was essentially synonymous with cheap alcohol<\/b>, frozen margaritas, and… hangovers. With its ancestral expertise, Patr\u00f3n 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<\/strong>. Sourced entirely from Jalisco, Mexico, it is slowly cooked in ovens using a traditional tahona wheel and distilled in small copper stills.<\/p>\n <\/p>\n In addition, the new design further highlights the brand’s logo, a bee<\/strong> 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 In another effort to better represent Mexican luxury visually, the original ribbon around the neck has been replaced by a collar adorned with filigree details<\/strong>, evoking the Hacienda Patr\u00f3n distillery in Jalisco, Mexico. The side of the bottle now displays the signature of master distiller David Rodriguez, accompanied by the words \u201cHandcrafted with Agave, Water, and Time.\u201d<\/strong><\/p>\n <\/p>\n Finally, this change allows Patr\u00f3n to enhance its sustainability policy<\/strong> with an 8% reduction in the weight of its bottles<\/strong>, contributing to an overall reduction in its carbon footprint.<\/p>\n <\/p>\n Alongside the redesign of its bottles, Patr\u00f3n is revamping its gift packaging in collaboration with design agency Butterfly Cannon<\/strong>. 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.<\/strong><\/p>\n <\/p>\n \u201cEvery detail of this new bottle and packaging has been designed to help visually define Patr\u00f3n and distinguish our tequila on the shelf, just as our liquid does inside the bottle<\/strong>,\u201d said Roberto Ramirez, senior vice president of Patr\u00f3n and Agaves. He added, \u201cThe result is a new look that combines Patr\u00f3n Tequila’s ancestral craftsmanship with our innovative and dynamic spirit as we once again shape the future of super-premium tequila.\u201d<\/p>\n <\/p>\n The Patr\u00f3n brand is part of the portfolio of Bacardi Limited<\/b>, headquartered in Hamilton, Bermuda. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.<\/p>\n <\/p>\nA signature agave pi\u00f1a<\/h2>\n