Pernod Ricard’s Olmeca Altos Tequila is expanding its presence in the at-home cocktail market this Australian summer, with the introduction of a new campaign that capitalises on the growth of the tequila market.

Research by the brand revealed almost two-thirds of consumers have run out of limes when preparing margaritas at home, so Altos is on a mission to ‘save’ Christmas for the margie-making masses – by encouraging people to replace their Christmas baubles with Emergency Lime Baubles. 

Starring in the campaign is comedian Jimmy Rees, who said: “As Australia hits peak marg season, Altos has come up with an ingenious way to save the country’s favourite cocktail with Altos Emergency Lime Baubles.

“Just replace your current useless Christmas tree baubles with an Altos fresh lime bauble and ta da! You’ll avoid that ‘where the ** is the lime?’ moment during those at-home margie emergencies.”

As part of a new campaign partnership with Uber Eats, 15,000 Altos Emergency Lime Baubles will land on Australian doorsteps across Sydney, Brisbane, Gold Coast and Melbourne (when consumers spend $10 on Uber Eats at participating Harris Farm stores in Sydney, Brisbane or Gold Coast or at participating IGA stores in Melbourne).

Pernod Ricard Marketing Director Kristy Rutherford said: “Our mission is to shine a cheeky spotlight on a key consumer insight whilst reinforcing Altos’ credentials as the world’s number one tequila for margaritas.

“Altos has a reputation for pioneering innovation in the tequila category and this launch is no exception, going to great lengths to help Australians avoid a ‘citrus crisis’ this summer.”

Drinks International named super-premium Altos is the Best Tequila for Margaritas in both 2019 and 2023.

According to Kristy, the recipe for the perfect Altos Margarita is as simple as 60ml of Altos Plata or Altos Reposado, 30ml of fresh lime juice and 15ml of agave syrup or honey. Serve it up on the rocks, with or without salt.

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