Tequila Tapatio is presenting a new visual identity across its entire range, introducing a more modern design while keeping key elements of its heritage.

The move marks a new chapter in the brand’s story following the announcement earlier this year that Jenny Camarena, third-generation Maestra Tequilera, was appointed to the role of Master Distiller and CEO at La Alteña Distillery, the home of Tapatio.

Founded in 1937, Tapatio has built its reputation as a premium artisanal tequila, particularly within the on-trade, where bartenders have praised both the brand’s authentic liquid and its traditional aesthetic. The new design, which aligns more closely with the visual codes of the modern tequila category, aims to attract new consumers to the brand while continuing to celebrate its authenticity.

Jenny Camarena says: “2025 has been a very busy year for Tapatio. We’re really proud to present the next step in the brand’s journey. We’ve worked hard to develop a new identity that retains the elements of Tapatio our consumers love, while giving it a more contemporary feel. We’re excited to begin the rollout in some of our key export markets before expanding globally over the coming months.”

A NEW BOTTLE SHAPE

Moving away from its previous format, the new bottle blends tradition and modernity, with its shape inspired by the natural forms of the agave plant. The bottle features a cork closure and is shorter, making it easy to display on shelves.

The range will be available in 50cl format and Excelencia Gran Reserva will be presented in a 70cl bottle.

MODERN LABEL CELEBRATING ITS ORIGINS

The iconic dancers, El Charro & La China, the representation of the traditional dance "Jarabe Tapatío" and a key symbol of Mexican culture show a more minimalist and modern look. Less prominent on the label, the dancers remain etched in the glass bottle.

On the textured label more emphasis is put on the tequila’s origin from its founding year of 1937 to its agave type, production process and tasting notes.

The logo has also been updated to a contemporary and elegant typography. A new ‘TT’ symbol has been added with the number 37 now visible on the bottle and its closure. Each of the five expressions have new colour variations.

FIELD TO BOTTLE AUTHENTICITY

Tapatio controls the entire production process of its tequilas, hand-selecting only the finest mature agave to ensure exceptional quality. Tapatio sources agaves from the rich mineral soils of the Jalisco highlands. The tequilas are made using an artisanal production process as the agaves are slowly cooked in traditional ‘hornos’, crushed by a Tahona wheel and then undergo a long, natural fermentation process. This ensures the flavours of the agaves are fully expressed and integrated to create tequilas full of character. No colourants or flavourings are added.

The recipes for the range remain unchanged except for its Reposado and Añejo variants which see their ABV moving from 38% to 40%.