Altos taps into RTD market

by Georgie Collins

Pernod Ricard-owned Olmeca Altos has moved into the ready-to-drink (RTD) market with the launch of its Altos Margarita Classic Lime.

The ready-to-serve cocktail marks the brand’s first foray into the pre-mixed category in its 13-year history. The bottled 15% ABV cocktail combines Altos Plata Tequila, triple sec, natural lime flavouring, and agave syrup. It has been created to deliver an easily-accessible, bar-quality drinking experience. Michael Merolli, CEO at House of Tequila – Pernod Ricard, said: “The fast-paced growth of the Tequila category is attracting a new generation of consumers eager to learn more about how to serve and balance quality Tequilas. “Introducing a new, accessible format featuring our bestselling Tequila is the natural solution to help build access and knowledge to Tequila. The simple two-step preparation for Altos Margarita Classic Lime – pouring over ice, and enjoying – eradicates concerns around balance, technique and leftover ingredients. Merolli continued: “Fuelled by the at-home cocktail boom during lockdown, consumers have developed a real taste for quality cocktails which is here to stay. “Since the re-opening of the hospitality industry worldwide, we’ve seen a huge spike in popularity for Tequila-based cocktails, which makes the unveiling of our latest innovation all-the-more timely. “With Altos Margarita Classic Lime, time-pressed consumers can enjoy quality cocktails at ease, in the comfort of their own home, without any of the hassle – whether they’re elevating an evening in, or looking for the perfect dinner party serve.” Altos Margarita Classic Lime is available now in the US for an RRP US$19.99. Each 750ml bottle is expected to provide five servings. The launch follows a successful financial year for Olmeca Altos, during which the brand registered 10% growth worldwide. Altos Margarita Classic Lime aims to build on this success by tapping into the soaring popularity of Tequila-based cocktails. Last month Pernod Ricard saw organic sales rise by 11% for its first quarter of fiscal 2023, boosted by double-digit growth for all spirits categories.

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