Distilled from 100% blue agave harvested from the Los Altos region of Jalisco, western Mexico using Jimador techniques passed between generations, Olmeca Altos is a premium tequila – owned and distributed by Pernod Ricard – that utilises a 500 year-old Tahona production process described by the brand as one that favours ‘authenticity over efficiency’.

This month Olmeca launched a new Altos packaging solution created by Coley Porter Bell that steers the product away from the heavy pattern detail and Mesoamerican script of the previous design in favour of a simplicity and subtly that mixes craft, tradition and its imported nature across a graphic and proprietary structural design that hints at a more recent rather than ancient sense of authenticity and heritage.

“Coley Porter Bell has created new designs and a cool, authentic new positioning for Pernod Ricard’s premium tequila Olmeca Altos to help it to operate as more of a standalone brand. The new bottles were launched in the US this month and are being rolled out to other markets round the world.