Olmeca Altos

Strange Hill’s late co-founder Henry Besant and Strange Hill collaborator Dre Masso worked with the Destilleria Colonial de Jalisco to create a new brand of premium tequila - by bartenders, for bartenders - for the global on-trade market. Numerous samples were analysed to look for specific flavour characteristics, and the mixability and versatility of each one was tested within a range of drinks. Eventually the final Olmeca Altos product was created and then carefully seeded in three international markets; London, Chicago and Denver.  

Olmeca Altos Tequila has been recognised as one of the world’s finest tequilas, winning numerous gold awards at international spirit competitions including gold and silver medals at the 2012 San Francisco world spirit competition, 2011 Ultimate Cocktail Challenge (Winner), 2012 Drinks International Long Drink (Gold Medal) and 2012 Drinks International Supreme Champion (Best Overall Drink).   

Strange Hill has also been closely involved in the global roll-out and expansion of the brand. We established an affiliate agency in Mexico to work closely with Pernod Ricard Mexico on all aspects of marketing. We also employ brand ambassadors and a sales force dedicated to Olmeca Altos in various territories.   

Strange Hill was also tasked with developing a global drinks strategy for the brand. Through our extensive knowledge and research in Mexico and the Southern states of America, we were able to provide a lengthy and varied portfolio of cocktails, rituals, serves and mixed drinks. The project required film footage and a complete photographic library of all drinks. 

We have also produced activations for Altos at trade shows such as BCB. These have included creating a Mexican cantina, inspired by the legendary Happy Bar in Jalisco, Day of the Dead-style street parades and a genuine Mexican street food truck to serve tacos with tequila cocktails to attendees. 

In addition, the Strange Hill team created the Tahona Society – an on-trade education and advocacy programme - geared towards increasing bartenders’ understanding of the tequila category. Read more here.