PATRÓN Tequila announced a new visual redesign for its bottle and packaging, marking the first design evolution since the tequila brand launched in 1989. 

On shelves now and rolling out across global markets this fall, this revitalized design will be reflected across the packaging and bottles of PATRÓN Tequila’s core portfolio: Silver, Reposado, Añejo, and Extra Añejo. The same liquid remains inside the bottle, which will maintain its bell-shaped silhouette and other signature principles. 

The enhanced jewel-like bottle design and other features represent elements of the tequila itself. In addition, underscoring the brand’s sustainability commitments, with the new design PATRÓN is reducing the average weight of bottles across all formats by 8%, contributing to an overall reduction in carbon footprint.

“This moment represents more than a redesign – it’s a statement of brand leadership and everything that defines PATRÓN today,” Roberto Ramirez, Global Senior VP for PATRÓN and Agaves, said in a news release. “Each detail of this new bottle and packaging has been crafted to help visually define PATRÓN and set our tequila apart on the shelf, the way our liquid does inside the bottle. The result is a reimagined look that fuses PATRÓN Tequila’s time-honored craftsmanship with our innovative and dynamic spirit, as we once more craft the future of super-premium plus tequila.”

With each component thought out by strategic partner and global creative agency Servaire & Co, the new PATRÓN design highlights include:

• New bottle inspired by the agave piña – the natural agave heart of the tequila – including an embossed glass pattern on the jewel-like shape, reflecting nature and also improving grip for bartenders
• Enhanced front label now features a three-dimensional, PATRÓN logo with the iconic bee emblem with a luxurious gold finish
• Affixed neck collar with intricate filigree details in place of the original PATRÓN ribbon.
• In an ode to the brand’s dedication to keeping additives out of PATRÓN Tequila, the side of the bottle now displays Master Distiller David Rodriguez’s signature alongside the statement, “Handcrafted with Agave, Water and Time.”
• Designed by Butterfly Cannon, the premium gift box refresh maintains the brand’s iconic colors, but now with a white debossed octagon detail and QR code to signature cocktail recipes.

“For the first time in over three decades, we have engaged in a visual re-imagining of our iconic bottle and packaging that honors our icon while elevating it to represent the brand today and for the future,” Samantha Newby, Global VP PATRÓN, Innovation & Sustainability, said. “Every aspect of this bold design evolution is an homage to our handcrafted Mexican heritage and the details that go into making our exceptional artisanal tequila, from the new bottle shape inspired by the agave piña to the visual motifs that tie back to our Hacienda distillery in Jalisco, Mexico. Our bottle silhouette is instantly recognizable, and we’re excited to bring new life to it.”

The same perfect spirit, with a bold new look. #PatronTequila pic.twitter.com/R3xKPCSwAm

— Patrón Tequila (@Patron) August 21, 2025

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About PATRÓN Tequila

Though PATRÓN has grown to become one of the most recognized and respected luxury spirits brands in the world, it is still exclusively produced in the Highlands of Jalisco, Mexico, in the same small batches. For more information about PATRÓN Tequilas and Liqueurs, visit www.patrontequila.com.