Tequila Ocho has introduced its new global packaging to the Australian market, following a four-year design process.

The Highlands tequila created by legendary tequilero Carlos Camarena and the late Tomas Este has a strong commitment to terroir, tradition and transparent craftsmanship.

The new bottle design marks the next evolution of Ocho’s global visual identity, unifying the brand across markets while preserving its deep connection to the land.

Crafted with both bartenders and consumers in mind, the redesigned bottle features a refined silhouette, textured glass and
artisanal cues. It will roll out across Plata and Reposado expressions in Australia, distributed through Vanguard Luxury Brands, Ocho’s long-term partner in the market.

Heaven Hill Brands Director of Global Brands Chris Dunn said: “We’re thrilled to bring the new Tequila Ocho packaging to Australia — a design that not only elevates the brand’s presence globally but also honors the craft and terroir that make Ocho truly special.

“The liquid remains the heart of everything we do, and this refreshed packaging allows us to share that story with drinkers
here in Australia in a way that’s beautiful, meaningful and true to our heritage.”

Brand Ambassador Grant Shearon said: “We couldn’t be more excited about the continued evolution of Tequila Ocho in Australia.

“Over the past few years, we’ve seen a growing appreciation from both the trade and consumers for tequilas that genuinely reflect provenance, transparency and craft globally. Ocho has always stood apart for its field-to-glass philosophy, and this new global packaging elevates that story in a way that commands attention on shelf and behind the bar.

“For us, this marks the next chapter in building Ocho as a benchmark for terroir-driven tequila in the Australian market. The liquid remains unchanged —pure, expressive and unmistakably agave-forward — and this refined presentation ensures it
resonates even more powerfully with a new generation of agave drinkers as well as agave lovers.”

Tequila Ocho will celebrate the new look with a pop-up event on 17 April at El Primo Sanchez as part of the Maybe
Cocktail Festival, a month-long celebration of cocktails, food and international bar collaborations.

The evening will feature a special guest pop-up from New York’s Sip & Guzzle— the acclaimed cocktail bar founded by renowned bartenders Shingo Gokan and Steve Schneider — which will take over the bar for one night only, bringing its distinctive blend of high-energy hospitality and world-class cocktail craft to Sydney.

The event will also mark the beginning of a month-long collaboration featuring a limited-edition Tequila Ocho x Maybe Sammy bottled cocktail, created exclusively for the partnership and available for purchase at the Maybe Sammy Bottle Shop in Surry Hills, alongside Tequila Ocho Plata and Reposado.