Altos is continuing to lead a tequila revolution and shift perceptions of the category with its bartender-built brand that prioritises authenticity, education and craft over celebrity hype. Following the success of the first iteration, Altos is re-launching its global "Alan" (the ordinary bartender) campaign into the UK this June and July, to continue driving brand awareness and association with key tequila serves: the Margarita and Paloma. As part of the campaign, Altos will be trialling out-of-home in London, the UK’s number one city for tequila consumption, to drive even further awareness through its fun and playful creative.
The six-figure campaign will be live across social, digital, BVOD and out-of-home including: London Underground, fly-postering around the city, roadside digital six-sheets and a high-impact display in Dalston. The campaign launches at a time Altos is seeing strong value growth, growing ahead of the category at +34.4 per cent, and is riding high as the number one 100 per cent agave tequila in UK grocery. Through this channel, the brand has been championing making bar-quality Margaritas at home through its recently expanded ready-to-serve range that now includes both Altos Lime Margarita and Altos Strawberry Margarita.
“We’ve identified Agave as one of the areas within our portfolio where we can drive future scale and we’re putting our money where our mouth is this summer by launching our most exciting media campaign for Altos to date, with bold and witty creative alongside messaging that cuts through and will be hard to miss," said Josh McCarthy, Brand Director for Pernod Ricard UK.
"Following our first outing with Alan and this campaign last year, we’ve taken on board everything that was a huge success and scaled up with the added element of out of home. We have been laser focused on our hero cocktail the Margarita and it’s been working really well for us, so we’re ready to build the hype as much as possible through the summer months and strengthen our position as the UK’s number one tequila for Margaritas, one of the UK’s Top 10 cocktails.”
