Altos Tequila Drives Summer Growth with New Paloma RTD and Major Partnerships

Pernod Ricard is doubling down on Altos Tequila ahead of the key summer selling period, bringing together innovation, enhanced shelf presence and major consumer partnerships to accelerate recruitment into Australia's fast-growing tequila category. 

The investment comes as Australia's tequila RTD category grew 58% in value over the past 12 months, significantly outpacing the broader RTD category, which grew 1%.¹

Against this backdrop, Altos continues to build momentum with consumers and customers, supported by a summer program designed to drive visibility, trial and category growth. 

At the heart of the program is the launch of the new Altos Paloma RTD, available as a first to market through Coles Liquor Group from 26 October. Inspired by one of tequila's most popular serves, the Altos Paloma combines premium tequila with grapefruit and citrus flavours in an accessible RTD format tailored to summer occasions. 

The launch will be supported by a national packaging refresh across the Altos RTD range, enhancing shelf standout and reinforcing the craft credentials that have helped make Altos one of Australia's fastest-growing tequila brands. 

Pernod Ricard Pacific Commercial Director Glen Scarlett said the investments reflect the company's confidence in both Altos and the long-term growth potential of tequila in Australia. 

"Australian consumers are embracing tequila across more occasions, and we're focused on making the category easier to discover through innovation, strong retail execution and memorable brand experiences," Scarlett said. 

"The Paloma launch and pack refresh provide exciting news for our retail partners, while creating more opportunities for consumers to engage with tequila in a convenient format." 

Beyond retail, Altos will continue to expand consumer trial through a series of high-profile partnerships. The brand will return as the Official Tequila of the Australian Open in January 2027, where the new Altos Paloma RTD will make its event debut, building on a successful first year partnership that sold more than 100,000 cans, doubled tequila sales versus the previous year, and achieved the highest likelihood-to-purchase score of any alcohol brand measured at the event.

The Australian Open partnership will be complemented by new opportunities to recruit consumers into the category through food-led occasions. 

From 1 December, Altos Margarita Lime RTD will launch across 70 licensed Guzman y Gomez restaurants in Queensland, introducing the brand to the quick-service restaurant channel and pairing Altos with authentic Mexican food in front of new consumers. 

"Whether consumers discover Altos on shelf, at the Australian Open, or alongside a meal at Guzman y Gomez, our ambition is the same - to create more opportunities for people to experience quality tequila and bring new drinkers into the category," Scarlett said. 

"Together, these initiatives demonstrate Pernod Ricard’s continued investment behind Altos and our commitment to working alongside customers and partners to drive growth across the tequila category." 

¹ Source: Power BI IFI Unweighted Australian Liquor, 27 September 2026.