Olmeca Tequila targets party-goers with new design

by Melita Kiely

Pernod Ricard has upgraded its Olmeca Tequila bottle design to showcase the spirit’s fun side and attract a younger, party-going audience.

The new design has been created with consumers aged between 18 and 28 years in mind, and is now made from a minimum of 20% recycled glass. Olmeca has married Mexican tradition with modern innovation, taking inspiration from the first major civilisation in Mexico – the Olmec. The bottle is now adorned with glyph-like engravings to give it a modern, refined look. The on-pack engravings now include two toasting shots by night, while also recognising the spirit’s base material – blue agave. In the UK, the bottle will be available in a 700ml format, sitting at 35% ABV. Bottle sizes and ABVs will differ from market to market. Damien Batteux, global marketing manager – Olmeca at Pernod Ricard, said: “Although rooted in Olmec civilisation and traditional Tequila-making, innovation is at the heart of the Olmeca brand. “For the first time in almost 18 years, we’ve given the iconic Olmeca bottle a modern makeover that pays tribute to the classic Olmeca design – promising instant recognition – but adds a shot of fun through bolder branding and visual codes. “This includes a new, geometric-cut bottle – featuring a longer neck to enable easier pouring for cocktails, shottails and more – along with on-pack references to Tequila rituals and shot-taking, which we’re confident will help generate global appeal among an audience of fun-seeking party starters, across both the on- and off-trade.” The updated design features a two-piece label to stand out from competitor brands on the market. The label includes a round Olmeca logo and a rectangular product information label. The new design became available in all markets from the start of February, spanning the entire Olmeca portfolio, including: Olmeca Silver, Olmeca Gold, Olmeca Reposado, Olmeca Añejo and Olmeca Dark Chocolate. Olmeca Tequila won a trio of medals in The Tequila & Mezcal Masters 2022, including the top Master award for Olmeca Reposado.