Premium tequila cocktail brand Pimentae is celebrating a landmark moment in its journey with its largest retail launch to date, arriving in 152 stores nationwide with Sainsbury’s from 22nd March.The nationwide listing marks a major milestone for the fast-growing brand, which is also celebrating five years since launch this spring. What began as a mission between two friends to make bar-quality margaritas more accessible has grown into one of the fastest-growing names in the UK drinks industry.
The launch also lands during International Women’s Month, marking an important moment for the female-founded business. Founders Alice Parmiter and Wynter Karo, recognised on the Forbes 30 Under 30 Europe list in 2025, launched Pimentae in 2021 after travelling through Mexico and discovering the craft, culture and complexity behind tequila.
Inspired by what they learned from agave producers and distillers, the pair set out to challenge the UK’s perception of tequila as a late-night shot and instead champion it as a premium spirit to be sipped and savoured in great cocktails.
The founders initially bootstrapped the business from their kitchens using their life savings, building the brand from the ground up through tastings, events and grassroots advocacy for tequila cocktails. After several years of rapid growth, Pimentae secured £1.5 million in investment in 2025, enabling the brand to accelerate retail expansion and grow its multi-format portfolio across cans, bottles and kegs.
Today, every Pimentae cocktail is crafted with premium tequila from the independently owned, family-run distillery Casa Maestri in Jalisco, with a focus on agave integrity and quality ingredients. This tequila-first approach has helped the brand build credibility within the category while delivering consistently bar-quality margaritas in ready-to-drink formats.
From 22nd March, Sainsbury’s shoppers will be able to pick up two of Pimentae’s bestselling
Spicy Margarita: the brand’s signature serve, balancing premium tequila with lime and chilli heat
Grapefruit Margarita: a vibrant, citrus-forward serve inspired by the Paloma
Designed to deliver consistent bar-quality tequila cocktails wherever people drink them, the cans offer a convenient format for everything from summer gatherings and picnics to spontaneous celebrations. The Sainsbury’s listing will increase their hefty national presence, following listings in Waitrose, The Co-operative and on Ocado. They are dedicated to expanding access to the brand for consumers across the UK. Over the past five years, Pimentae has built a loyal following through its award-winning margaritas, distinctive hand-painted brand world and immersive tasting experiences, helping introduce a new generation of drinkers to tequila cocktails.
Speaking about the launch, the founders say: “Launching nationwide in Sainsbury’s as we celebrate five years of Pimentae feels incredibly special. What started as two best friends making Spicy Margaritas in their kitchens has grown into a brand we’re so proud of, and this listing means even more people will be able to discover great tequila cocktails.”
The Sainsbury’s launch also marks the beginning of a major summer for the brand. Pimentae will be bringing its signature “Pocket of Paradise” brand world to life through festivals, tastings, pop-ups and experiential events across the UK, giving consumers more opportunities to experience tequila cocktails in social, immersive settings.
Five years after launch, Pimentae’s ambition remains clear: to become the world’s leading tequila cocktail brand while continuing to redefine how the UK experiences tequila, one margarita at a time.
