Patrón’s Bottle Gets Its First Redesign In 35 Years
Patrón’s signature bottle is getting a new look. The tequila brand recently announced the new visual identity for its bottle and packaging, marking the first design evolution since it was introduced in 1989.
On shelves stateside now and more globally this fall, the new design will be reflected across Patrón’s core portfolio: Silver, Reposado, Añejo, and Extra Añejo. The enhanced jewel-like bottle design honors agave–the heart of tequila.
According to the brand, references to the agave piña reflect craftsmanship, and a heightened focus on the Patrón bee (featuring a gold finish) matches the spirit behind its blend of all-natural ingredients, tradition and an artisanal approach to tequila making. The new design is also reducing the average weight of bottles across all formats by 8%, contributing to an overall reduction in carbon footprint.
In an ode to the brand’s dedication to keeping additives out of Patrón Tequila, the side of the bottle now displays Master Distiller David Rodriguez’s signature alongside the statement, “Handcrafted with Agave, Water and Time.”
“For the first time in over three decades, we have engaged in a visual re-imagining of our iconic bottle and packaging that honors our icon while elevating it to represent the brand today and for the future,” said 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.”
