- Premium Tequila brand, el Jimador, has taken the top spot for Total Tequila by value in Great Britain with its Blanco expression, across Total Trade[1]
- el Jimador is also responsible for 1/4 of all Tequila absolute volume growth in Great Britain in 2025.[1]
LONDON, FEBRUARY 2026 – el Jimador’s Blanco variation has been named as the top Tequila by value in Great Britain, across Total Trade[1]. Rising through the ranks of the Tequila category after its entry to the market in 2007 and driving the growth of premium 100% blue agave Tequila within the market.
With 85% of all UK Tequila Value coming through the On Trade, the average el Jimador stockist now sells 46 bottles per year, making them over £6,200 in retail sales[2].
Furthermore in the London On Trade, el Jimador Blanco’s 9 Litre volume change equates to 50% of all Tequila growth.[3]. Over the last year, el Jimador Blanco has seen an increase of 32% in distribution growth and 10% in RoS in the capital[3].The brand has also seen the second highest volume share gains of total spirits in London over the last 12 weeks[4].
With the growth in popularity of Tequila-based cocktails, consumers are seeking premium quality Tequila from both On and Off-Trade. This is especially true for the margarita, as the cocktail rises within the Top 10 cocktails[5], with quality Tequila crucial to the cocktail as 44% of guests typically drink premium, high-quality cocktails when out.[5]
Bethan Roberts, Brand Manager at el Jimador said: “We’re proud to be named as the top GB Tequila, taking the top spot after years of hard work in the category. We are committed to our trade partners in delivering the best Tequila to their stores and venues, working with all of our partners to deliver quality serves. To create great Tequila consumer experiences we are entering Margarita Month in February, supporting with sampling to drive footfall. We’re also supplying POS suites with barware and toolkits to support venues further. We look forward to building on this success with significant growth in the next 12 months across the el Jimador portfolio – we’ll be sharing some exciting news featuring 100% Blue Agave Tequila very soon.”
The news comes as el Jimador has recently launched a new design of its signature bottle with an update on the teal bottle which has proven popular with both on and off trade partners. The new design is updated to reflect the premium nature of the brand, proudly calling out the craft behind the Tequila with an agave pattern front and centre and embossment across the bottle itself. The sleek design is now updated on the Blanco and Reposado bottles.
The el Jimador UK portfolio includes Blanco, Reposado, and Anejo.
18+. Please drink responsibly.
For more information, visit: www.eljimador.com/
[1] NIQ, Total Trade Value and Volume Sales, Total GB Trade, MAT 27.12.25
[2] CGA by NIQ, On Trade Value and Volume Sales, Total GB, MAT 27.12.25
[3] CGA by NIQ, London On Trade, Volume and Value Sales, MAT 27.12.25
[4] CGA by NIQ, London On Trade, Volume and Value Sales, 12 WKS 27.12.25
[5] CGA Catering for Cocktails in the GB On Premise H1 2025– Volumetric sales data
About el Jimador:
In 1870 Casa Herradura Distillery was established in Amatitan, Jalisco – the birthplace of tequila – where Herradura and el Jimador Tequila were created. By 1994 the distillery had enjoyed great success and recognition with Tequila Herradura, but realised that premium quality tequila was still a luxury reserved for the few – and so el Jimador was born, with the idea of making premium 100% agave tequila available for the masses. The new product became an instant success and has since been one of Mexico’s most popular tequilas. As tequila continues to become a global phenomenon, EJ is now one of the top 100% agave brands in the UK*.
The name itself honours those who grow and harvest the blue agave by hand – the “jimadores”. For decades we have poured the same passion and dedication into making every drop of our tequila. Nowadays, el Jimador has transcended its meaning to become one of the most enjoyed tequilas worldwide and a symbol of great taste and quality.
We know what it takes to proudly bear the name of el Jimador, and it is not earned easily.
Not all tequilas are created equal. There is Tequila, also known as mixto, and then there is Tequila 100% agave. Tequila, or mixto, can be legally produced using at least 51% of agave as the raw material for fermentation. The remaining 49% can come from other sources of sugar that are usually cheaper and don’t need to be disclosed. However, el Jimador is 100% agave, meaning the sugars used for fermentation are obtained solely from blue weber agave plants.