Pernod Ricard has unveiled a new range of infused tequilas, Altos Infusionado, marking the brand’s most significant launch since its conception.

While they put a focus on the spirit, some experts believe the explosion of brands backed by famous faces does the category and quality expectations no favours.

The glow up that the tequila category has undergone in recent years must be the envy of the wider spirit world.

Amber Beverages will launch the first new tequila from Fabrica de Tequilas Fino in the UK after the group’s recent acquisition of the distillery in Jalisco, Mexico.