New Mix, Mexico’s best-selling ready-to-drink cocktail brand, is officially making its U.S. debut. Crafted with 100% El Jimador® Blanco Tequila and blended with fruit-forward liqueurs, New Mix delivers an authentic tequila experience in a convenient canned format.
Positioned as "the real Mexican RTD," the launch introduces two iconic flavors rooted in Mexican cocktail culture: Paloma and Cantarito. The Paloma features a balanced blend of tart grapefruit, smooth tequila, and a hint of sweetness from grapefruit liqueur and concentrate, while the Cantarito combines tequila with citrus liqueur and grapefruit for a fizzy, zesty finish that perfectly captures the essence of this traditional favorite.
Each 355mL (12oz) can contains 5% ABV and is available in 4-packs for a suggested retail price of $10.99. The rollout begins this fall across California, Texas, Ohio, Illinois, Nevada, Arizona, New York, New Jersey, and Colorado.
Mexican-Made RTD Debuts
Brown-Forman Brings New Mix Canned Cocktails to U.S. Shelves
Trend Themes
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Cultural Authencity in RTD Cocktails — The incorporation of traditional Mexican flavors like Paloma and Cantarito in New Mix cocktails highlights a growing demand for culturally authentic ready-to-drink beverages.
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Premiumization of RTD Cocktails — Using 100% El Jimador Blanco Tequila elevates the RTD offering, tapping into the trend of consumers seeking higher quality and premium ingredients in their ready-to-drink options.
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Convenient Craft Cocktails — The launch of these ready-to-drink canned cocktails caters to the trend of consumers embracing the convenience of craft cocktail experiences in on-the-go formats.
Industry Implications
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RTD Beverage Industry — New Mix's entry into the U.S. market exemplifies the dynamic expansion and diversification of the ready-to-drink beverage industry, driven by international flavors and innovations.
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Alcohol and Spirits Industry — The use of authentic tequila in New Mix cocktails represents a disruptive innovation within the alcoholic beverages sector focused on enhancing consumer experiences with unique spirits.
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Ethnic and Specialty Foods Industry — With its focus on traditional Mexican flavors, New Mix aligns with the ethnic and specialty foods market trend that values authentic cultural culinary experiences.