Premium tequila brand el Jimador has launched its new Sparkling Margarita RTD cocktail range in ASDA.Bethan Roberts, brand manager at el Jimador said: “We are thrilled to partner with ASDA to bring our brand-new Sparkling Margaritas to 373 supermarkets nationwide. This exciting news comes as we see a huge rise in popularity for tequila as a category across Great Britain. The category growth we are seeing is driven by the soaring popularity of the Margarita, so this is perfect timing for the el Jimador Sparkling Margarita RTDs to be available across the country.
With el Jimador Blanco recently named the #1 tequila by value in Great Britain across Total Trade [1], it is clear that momentum is firmly behind us as a brand. Major retailers are taking serious notice right now because tequila is no longer just a niche option —it’s actively driving value and volume across the total spirits category.
As the RTD market value reaches £818 million (+25.3% vs YA) [2], consumers are seeking convenient, bar-quality options at home. Partnering with ASDA allows us to meet that demand head-on, giving shoppers easy access to a premium, refreshing Lime or Mango Sparkling Margarita – alongside driving the next phase of growth for the category.”
