Bacardi-owned Patrón Tequila has hit the shelves with it's first redesign since its launch in 1989, for both its bottle and packaging.

Only in select markets for now, the brand's new design will roll out globally in autumn. It features on all of Patrón’s core range, which includes Silver, Reposado, Añejo, and Extra Añejo.

The bottle's redesign was a collaboration with global creative agency Servaire & Co., while design agency Butterfly Cannon directed the change in the brand's gift boxes.

While it keeps its classic bell-shaped silhouette, the new bottle now features an embossed glass pattern on its sides, which is meant to resemble the agave piña and also provide a better grip for bartenders.

The redesign also highlights the brand's bee logo with a new gold finish. Additionally, the original neck ribbon has been replaced with a decorative collar that has filigree details, inspired by the Patrón distillery in Jalisco, Mexico.

The new boxes still feature the brand's signature colors, but they now include a white debossed octagon and a QR code that directs customers to cocktail recipes.

Kanpai!

88 Bamboo Editorial Team