Premium tequila brand el Jimador is launching a brand-new Sparkling Margarita RTD cocktail range, infusing citrus and tropical flavours into the canned drinks.
The RTD cans will launch in April in both on and off-trade, aligning with data showing RTD value sales in convenience stores growing 12.6% and the recent rise of RTDs as convenience options within on-trade venues. Available across off trade wholesale, convenience, ecommerce and total on trade in time for warmer months, the RTDs will roll out to Grocers later in the year.
The launch comes as the UK’s RTD market continues its impressive upward trajectory, demonstrating significant growth across all channels. The RTD market in the off-trade alone is projected to reach over £800m by 2027, thanks to impulse and convenience purchases. Simultaneously, the on-trade is witnessing a marked shift, with data from IWSR revealing that 40% of consumers are choosing RTDs more frequently in pubs than last year, offering a solution to speed of service and simplifying operations.
The expertly crafted Sparkling Margaritas turn the classic margarita experience into a high-quality ready to drink option for consumers.The Lime flavour is a full margarita moment with tangy citrus and a subtle sweetness, resulting in a perfectly balanced sip of crisp lime and smooth tequila. The Mango flavour infuses vibrant, juicy mango with a hint of lime, providing a refreshingly exotic twist on the classic margarita. Both varieties deliver an ABV of 6.5%.
Recent news from el Jimador demonstrates the success of the brand as a whole, as the el Jimador Blanco Tequila was recently named as #1 across Total Trade, showing the strength of the product across the trade community.
The flavourful Lime and Mango options were selected as key flavours for launch following rigorous consumer testing. Lime delivered outstanding consumer desire and trial interest, thanks to its crisp flavour and ‘hint of lime’. Meanwhile Mango was a hit as 83% of consumers stated they would ‘definitely’ or ‘probably’ purchase, with consumers specifically enjoying the ‘citrusy zing’ of the product.
Laura Smith, head of emerging brands at Brown-Forman, said: “Pre-mixed cocktails are significantly driving growth in the RTD market, which continues its upward trajectory in the UK. Our brand-new Sparkling Margaritas respond directly to consumer demand for convenient, high-quality tequila-based options and these products have gone through consumer testing to ensure we create the best product for consumers, and therefore for trade. 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.”
The two el Jimador Sparkling Margarita flavours, Lime and Mango, will hit off trade wholesale, convenience, ecommerce and total on trade shelves in April 2026 across the UK in 250ml cans with an ABV of 6.5%.
The Sparkling Margarita cans join the el Jimador UK portfolio which includes Blanco, Reposado, and Anejo.
