In a recent redesign, Patrón Tequila has reduced the weight of its tequila bottles by 8% with the goal of lowering its carbon footprint.
Applying across its core portfolio of Silver, Reposado, Añejo, and Extra Añejo drinks, the new bottle – designed in collaboration with Servaire & Co – maintains its existing bell-shaped, ‘jewel-like’ silhouette.
However, the redesign includes an embossed glass pattern inspired by agave piñas and simultaneously designed to improve grip for bartenders. Its affixed neck collar replaces the original Patrón ribbon with filigree details inspired by the brand’s distillery in Jalisco, Mexico.
The front label now features three-dimensional Patrón logo with the brand’s bee emblem in a ‘luxurious’ gold finish. Its side label reads ‘Handcrafted with Agave, Water and Time’ alongside Master Distiller David Rodriguez’s signature.
Butterfly Cannon has also helped redesign Patrón’s premium gift box. It keeps the brand’s ‘iconic’ colours while introducing a white debossed octagon detail and QR code leading consumers to ‘signature’ cocktail recipes.
Patrón says that the new bottle will be introduced across international markets this autumn.
“This moment represents more than a redesign – it’s a statement of brand leadership and everything that defines Patrón today,” says Roberto Ramirez, global senior VP for Patrón and Agaves.
“Each detail of this new bottle and packaging has been crafted to help visually define Patrón and set our tequila apart on the shelf, the way our liquid does inside the bottle. The result is a reimagined look that fuses Patrón Tequila’s time-honoured craftsmanship with our innovative and dynamic spirit, as we once more craft the future of super-premium plus tequila.”
“For the first time in over three decades, we have engaged in a visual re-imagining of our iconic bottle and packaging that honours our icon while elevating it to represent the brand today and for the future,” adds Samantha Newby, global VP Patrón, Innovation & Sustainability.
“Every aspect of this bold design evolution is an homage to our handcrafted Mexican heritage and the details that go into making our exceptional artisanal tequila, from the new bottle shape inspired by the agave piña to the visual motifs that tie back to our Hacienda distillery in Jalisco, Mexico. Our bottle silhouette is instantly recognizable, and we’re excited to bring new life to it.”
Earlier this summer, The Absolut Group revealed limited-edition bottles for the Tomorrowland music festival and luxury fashion house Missoni, as well as a design inspired by pop artist Keith Haring. The various decorations include frost glow, metallic inks, and debossed designs.
Additionally, Verallia has unveiled its new Vista bottle made from 100% post-consumer recycled glass. The design is expected to consume 40% less energy during production compared to virgin glass.
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