The El Jimador Sparkling Margarita is a new ready-to-drink (RTD) product from the Brown-Forman brand that's formulated with convenience and flavor in the spotlight.
The drinks are characterized by their margarita recipe that gives them a bar-quality formulation with complexion tasting notes in every sip. The drinks are made with the brand's signature tequila and come in two flavors including Mango and Lime, which each have a subtle sweetness with ample flavor to boot. The drinks come in with a 6.5% ABV, come in 250ml slim cans and are priced at £2.65 each.
Head of Emerging Brands at Brown-Forman Laura Smith spoke on the El Jimador Sparkling Margarita saying, "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.”
Image Credit: El Jimador / Brown-Forman
What's Driving This Trend
- Ready-to-drink Premiumization
- Growth in premium RTD cocktails is creating room for higher-quality ingredients and bar-grade formulations in single-serve formats.
- Tequila-led Mixology
- An emphasis on tequila as a base spirit is shifting cocktail innovation toward agave-forward flavor profiles and brand-differentiated recipes.
- Convenient On-the-go Alcohol
- Rising demand for portable, low-packaging-footprint beverages is encouraging slim-can formats and moderate-ABV offerings tailored to mobile consumption.
Who This Affects Most
- Beverage-alcohol
- New product development in spirits and RTD lines is redefining category boundaries through collaborations between legacy brands and ready-to-drink formats.
- Hospitality-and-nightlife
- Retailers and venues are seeing shifts in consumer expectations toward consistent, high-quality pre-mixed options alongside traditional bartending experiences.
- Retail-and-convenience
- Price-sensitive placement in convenience channels is making compact, competitively priced premium RTDs a focal point for assortment and promotional strategies.
