Pimentae has secured £1.5m in funding to expand the retail footprint of its ready-to-drink tequila cocktails.
Led by early-stage consumer fund FIGR Ventures, alongside Revenge Capital, Solo Investments and entrepreneurs Poonam and Puneet Gupta, the fresh investment will be used to scale the brand into new retailers, add new brand activations and digital media presence, as well as accelerate its rollout into Europe.
With £2.5m raised to date, including a £500k seed round in 2023, Pimentae is focused on gaining further grocery listings after its March 2024 entry on to Waitrose shelves in 271 stores. It has since gained listings in Ocado and the Co-op, and can also be bought in John Lewis and on British Airways flights.
Pimentae currently offers RTD cans in three flavours – Spicy Margarita, Tommy’s Margarita and Cucumber Margarita – each at 14.5% abv, as well as larger 500ml bottled SKUs.
“We couldn’t be more proud to continue our scale journey across UK retail, trade and travel, with EU expansion well underway,” said co-founder Wynter Karo. “We’re entering what promises to be the most exciting chapter yet for Pimentae.”
Ellie Craig, portfolio director of FIGR Ventures, added: “As a margarita lover and consumer of ready-to-drink cocktails, I was excited to discover a challenger brand truly redefining the space.
“The Pimentae founders have focused solely on perfecting tequila cocktails – resulting in a standout range that, in our view, surpasses any other brand on the market. This was backed up by a focus group during our due diligence.
“Pimentae is about building a brand people want to belong to. Wynter and [co-founder] Alice [Parmiter] have created something exceptional – not only through the quality of their cocktails, but also through the lifestyle and community they are cultivating around the brand. Their vision goes beyond beverage innovation – it’s about experience, aesthetics and culture.”
The investment is FIGR Ventures’ fourth to date, with the firm also backing premium olive oil brand Citizens of Soil.
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