Brown-Forman launched a ready-to-drink (RTD) Spritz range under its El Jimador Tequila brand for the U.S. market, featuring the brand's 100% agave Blanco as the base. The canned lineup delivers a light, bubbly Spritz experience with a sessionable 4.8% ABV.
The range is available in three flavours—mango, lime and orange—and comes in 355ml cans sold in four-packs for US$10.99. Brown-Forman positioned the release as a "bar-quality" offering for summer occasions and social gatherings, describing it as the next step in the company's expanding RTD portfolio.
The launch follows the nationwide rollout of El Jimador-based New Mix RTDs in the U.S. and comes as Brown-Forman continues to grow its ready-to-drink business, reflecting rising consumer demand for lighter, sessionable cocktail formats.
Image Credit: El Jimador
What's Driving This Trend
- Tequila-based RTD Cocktails
- Premium spirits brands are extending tequila credentials into canned formats, creating space for authentic agave-based drinks that blend convenience with recognizable cocktail cues.
- Sessionable Spritz Formats
- Lower-ABV bubbly cocktails are gaining relevance as consumers seek lighter social beverages that support longer occasions without sacrificing flavor or perceived sophistication.
- Flavor-led Summer Drinking
- Fruit-forward variants such as mango, lime and orange highlight opportunities for seasonal RTD assortments that connect refreshment, portability and casual entertaining.
Who This Affects Most
- Alcoholic Beverages
- Established liquor companies are using RTD portfolios to modernize legacy spirits brands and compete in fast-growing canned cocktail segments.
- Convenience Retail
- Multi-pack canned cocktails provide retailers with accessible premium options suited to impulse purchases, outdoor occasions and easy at-home hosting.
- Packaging Design
- Single-serve cans are becoming an important format for translating bar-style drinks into portable products with strong shelf visibility and lifestyle appeal.
