El Jimador has introduced a duo of ready-to-drink sparkling margaritas, as competition heats up in one of the few remaining bright spots in BWS.
The Mexican tequila brand has debuted cans in lime and mango flavours (rsp: £2.65/250ml).
The lime flavour offered “tangy citrus and a subtle sweetness”, while the mango variant was “a refreshingly exotic twist on the classic margarita”, El Jimador said.
Initially launching across wholesale and convenience ahead of a grocery rollout later this summer, the 6.5% abv pair would tap growing demand for canned bar-quality cocktails, the Brown-Forman brand said.
RTDs were in double-digit value growth across convenience and the off-trade market was set to be worth £800m by 2027, it added, citing NIQ forecasts.
“Premixed cocktails are significantly driving growth in the RTD market, which continues its upward trajectory in the UK,” said Laura Smith, head of emerging brands at Brown-Forman. “Our brand-new Sparkling Margaritas respond directly to consumer demand for convenient, high-quality tequila-based options.”
El Jimador’s RTDs had “gone through consumer testing to ensure we create the best product for consumers, and therefore for trade”, Smith said.
“We’re excited to shake up the category by inviting consumers to sip for themselves and discover the new flavours, while enjoying the quality they can expect from the El Jimador brand,” she added.
Cocktails get their groove on: trends in RTDs & hard seltzers 2025
Amid declining sales of spirits, big-name brands have flocked to the vibrant RTD sector in search of growth.
Other major booze brands to debut new RTDs in recent months include Smirnoff, Cointreau and Absolut Vodka.
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