- Builds on the brand’s position as the #1 tequila for Margaritas¹
- Multi-market rollout begins in the UK before expanding across Europe and Canada
- Latest investment supports Altos’ long-term strategy to recruit the next generation of premium tequila drinkers
Altos Tequila has unveiled its first global brand campaign: Altos Always Works. Built around the brand’s credentials as the number one tequila for Margaritas[1], the platform is designed to broaden the appeal of tequila cocktails, inspire greater confidence in at-home cocktail making and reinforce Altos’ position as the trusted choice for this, backed by bartenders around the world.
The campaign launches at a pivotal moment for the tequila category, which has become increasingly crowded. Continued global value growth has brought increased competition and greater choice, creating new barriers to trial. Now more than ever, consumers want to recreate bar-quality cocktails at home, but lack the confidence.
Building on Altos’ longstanding reputation for quality, authenticity and exceptional mixability, Altos Always Works is rooted in a simple insight: making a great cocktail starts with the best tequila. Rather than focusing on the perfect recipe or technique, the campaign shows that Altos’ high-quality makes it the ideal foundation for consistently great Margaritas or Palomas, in turn positioning premium tequila as accessible for both discerning drinkers and those discovering the category for the first time.
Co-founded in 2009 by internationally renowned bartenders Henry Besant and Dré Masso – in partnership with Master Distiller Jesús Hernández – Altos was specifically designed as an
exceptional, reliable tequila for cocktails. That bartender-first approach continues to shape the brand today, providing the inspiration behind Altos Always Works.
Brought to life by British agency Wieden + Kennedy and director Sam Hibbard, the campaign centres on a suite of films, including lead ‘Snake Hips’. The film follows a nervous host who adopts an unconventional hip-shaking method to mix drinks for guests, demonstrating that however you shake, stir or pour, the result always works when you start with Altos.
Launching now in the UK, the campaign is being activated across high-impact social media, streaming TV channels, and digital video platforms. Following its UK debut, Altos Always Works will roll out across Canada, Portugal, and Central and Southern Europe, with further markets to follow.
It marks the next chapter in Altos’ brand evolution, following the launch of its refreshed visual identity and striking new bottle last autumn. Together, the redesign and creative platform strengthen Altos’ premium positioning, while continuing to shift perceptions of tequila from party shot to modern cocktail culture must-have.
Liam Murphy, Marketing Director for Pernod Ricard UK, comments: “The UK is proud to be the first market to launch Altos Always Works, marking our biggest investment in Altos to date. As the number one tequila for Margaritas, Altos is already a favourite among bartenders and increasingly among consumers looking to recreate quality cocktails at home. This campaign is designed to build on that momentum, driving greater visibility, demand and menu opportunities for our customers while continuing to recruit new drinkers into the tequila category.”
Altos Always Works marks the beginning of a long-term global platform that aims to recruit the next generation of tequila enthusiasts, while cementing Altos’ position as one of the category’s most trusted, influential and reliable brands.
[1] Drinks International Brands Report 2026
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