Altos’s plans to shake up tequila
Published: 16 January, 2026
If the response to Cointreau’s satirical ad featuring White Lotus star Aubrey Plaza is anything to go by, consumers are tired of the endless treadmill of premium, celebrity-backed tequila. In times like this, when money’s tight and mood is low, consumers aren’t seeking status brands to impress their friends, they want quality drinks that provide an experience – without the reputational hangover tequila just can’t seem to shake.
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