Marketing shakes up a Margarita focus for Altos
TEQUILA brand Altos has unveiled its first ever global brand campaign that has been built around its popularity as a go-to tequila brand for Margarita cocktails.
The new ‘Altos Always Works’ platform aims to broaden the appeal of tequila-based cocktails through the marketing and inspire greater choice and confidence when it comes to at-home cocktail making for consumers.
This follows on from a Drinks International Brands Report 2026 which found that Altos is the No.1 bartender choice for making Margaritas as the campaign places itself as a trustworthy option for consumers seeking to make bar-quality serves from the comfort of the house.
The campaign comes at what parent firm Pernod Ricard has called a “pivotal moment” for the tequila category as continued global value growth for the spirit has brought with it increased competition in the category and further choice of brands which has, in turn, created new barriers to trial.
Pernod reckons this new campaign will help to cement Altos as a go-to option for consumers and build on its reputation for quality, authenticity and mixability by showcasing Altos as a high-quality tequila that makes for the perfect base for cocktails such as Margaritas or Palomas.
Launching now across the UK, the campaign has been activated across high-impact social media, streaming TV channels and digital video platforms. Following on from its UK debut, the campaign will roll out across Canada, Portugal and Central and Southern Europe, with further markets to follow.
Liam Murphy, marketing director for Pernod Ricard UK, said: “The UK is proud to be the first market to launch Altos Always Works, marking our biggest investment in Altos to date.
“As the number one tequila for Margaritas, Altos is already a favourite among bartenders and increasingly among consumers looking to recreate quality cocktails at home.
“This campaign is designed to build on that momentum, driving greater visibility, demand and menu opportunities for our customers while continuing to recruit new drinkers into the tequila category.”
